Prof. Dr. Benoit Séguin

Winter Semester 2010/2011 and Summer Semester 2011


Benoit Seguin is an Associate Professor in sport management, specializing in sport marketing at the University of Ottawa. Born in Montreal, Canada, Dr. Seguin has extensive international experience as a researcher and as an athlete. He obtained his doctorate in 2003 from the University of Strasbourg in France. His doctorate research was funded by the International Olympic Committee and examined the issue of ambush marketing and its impact on the Olympic brand. His Masters of Science degree was obtained from West Virginia University and his Bachelor of Science degree from Florida State University. As a National Team diver, he represented Canada at numerous international competitions.

Dr. Séguin has been a supervising professor at the International Olympic Academy (IOA) Post-Graduate Seminar on Olympic studies since 2006 where he lectures on Olympic marketing. As a doctorate student, he participated in the post-graduate seminar representing Canada. Dr. Seguin was also a participant in the IOA’s main session for Young participants in 1996 and invited as a coordinator in 1999-2000-2001. Dr. Séguin has been a close collaborator of Dr. Holger Preuß since 1998. As a member of the Research Team Olympia at Johannes Gutenberg University in Mainz, he presented with Dr. Preuß four research studies related to Olympic marketing. Together, they published a book chapter called “Olympic marketing and sponsorship benchmarks – Sydney 2000” in Messing, M., Müller, N. & Preuß, H. (Eds.) of Olympischer Dreiklang. Frankfurt: Germany. They have also published three articles in international academic journals. Dr. Séguin has also published articles in the International Journal of Sport Management and Marketing, the International Journal of Sport Marketing and Sponsorship and the European Sport Management Quarterly. He has co-authored a book titled Sport Marketing: A Canadian Perspective. Dr. Séguin has presented his research nationally and internationally including the North American Society for Sport Management, the Administrative Sciences Association of Canada, Sport Marketing Association and the European Association of Sport Management Conferences. Dr. Séguin continues to be actively involved in amateur sports. He is a Past President of Diving Canada, a member of the Canadian Olympic Committee and Vice-President of the Aquatic Federation of Canada. In 2003, he was named by the Canadian Olympic Committee as Assistant Chef de Mission for the Canadian team competing at the 2003 Pan American Games in Santo Domingo. Dr. Séguin has been a facilitator of the Canadian Olympic Academy since 2002.

Together with Holger Preuß he will analyse the cultural differences in the perception of the brand of the Olympic Rings and their changes in denotation of international values. During his stay he will hold public lectures and give three seminars about the brand marketing, the internationalism and american and european sport models by comparison.