Pavel Shegay, who works with the Tuzu Zholy organisation, which aims to use sport as a tool in improving the social as well as physical well-being of citizens in the country, was speaking to insidethegames here in Trento, as part of the official Observer Programme here at Trentino 2013.

He was keen to stress that when the 28th Winter Universiade comes to Almaty four years from now, organisers will recognise the huge opportunity to use the event to affect the mentality of young people in Kazakhstan and empower them with a sense of purpose in life through using sport as a vehicle to improve their lives.

"Maybe we need to not underestimate the scale of this event and realise that it is a worldwide event and has power," Shegay told insidethegames.

"It is about ideology.

"We need to focus on the social aspect of organising a Universiade because this is a key thing.

"We have to understand that we will be working with [people] who will be the future leaders and opinion leaders, and that is why we have to spend more time working with the youth.

"This goes beyond the usual organising work of building the venues, creating sustainability and legacy.

"It should be a youth event, not only about sport but perhaps more importantly about the social [aspect] and developing opportunities for young people.

"We have to be smart enough to get the maximum effect [of hosting the games] to touch every side of society.

"It is a very common thing that sport is very important for youth and society.

"Sport can help our youth set [goals] and have a positive effect on many lives.

"I am sure if we do it right then we will get such a big effect."

The Shymbulak Alpine Resort in Almaty may be one of the venues used for the 2017 Winter Universiade ©Getty Images