As part of its sponsorship of the World Sport & Business Summit, due to take place from April 19 to 24, the IAAF will be holding a live "Kids’ Athletics" demonstration at the Sochi Expocentre’s Sports Demo Zone on April 21.

Kids’ Athletics is a worldwide sports development programme with the mission to make athletics the number one physical activity in schools, and has been partnered by "Nestlé Healthy Kids"since 2012.

The initiative, which has now been rolled out to more than 130 countries, aims to introduce young people to sport and educate them in a fun way about the lifelong benefits of physical activity.

The demonstration event will be attended by IAAF President Lamine Diack and two 800 metres running greats, three-time world champion Wilson Kipketer of Denmark and Athens 2004 Olympic champion Yuriy Borzakovskiy of Russia.

The IAAF is eager to take the opportunity to showcase its youth development programme to the world, ahead of its 2015 World Championships in Beijing from August 22 to 30.

“The IAAF is thrilled to be a Bronze Partner for this year’s SportAccord Convention,” said Nick Davies, IAAF deputy general secretary and communications director.

“This is an exciting time for athletics, the number one Olympic sport, and there is no better opportunity in 2015 to showcase our flagship school/youth programme to leading figures in the world of sport.”

The aim of the sponsorship is to show that the IAAF is not only about elite performance sport, but has a huge role to play to encourage physical activity among the wider public.

The IAAF will also be sponsoring the scheduled daily morning runs as part of its Bronze Partner status.

On the day following the demonstration, Kipketer and Borzakovskiy will lead a fortunate few on a short run around the Sochi 2014 Olympic Park.

Other SportAccord Convention bronze partners include the Commonwealth Games Federation, the International University Sports Federation, the Qatar Financial Centre Authority, the Japan Sport Council, Team Canada and the United Arab Emirates National Olympic Committee.

The six-day World Sport & Business Summit will allow key decision-makers in sport to engage with business leaders across more than 25 industry sectors.

As well as the Sports Demo Zone, it features a three-day Conference, a "dynamic" exhibition, LawAccord, City Forum, the SportAccord Convention Village, and the annual general meetings of many other governing bodies across world sport.

"The Sports Demo Zone is an integral part of the SportAccord Convention and having the support and involvement of the IAAF is significant, as we continue to promote and educate both the youth, and indeed adults, about the benefits of physical activity for health and well-being," said Nis Hatt, managing director of SportAccord Convention.

To register for SportAccord Convention click here.