Benoît Séguin

Benoit Séguin is a full professor in the School of Human Kinetics at the University of Ottawa. He teaches sport management (sport marketing) in both official languages to both undergraduate and graduate students.

Professor Séguin is director of MEMOS  (Executive Masters in Sport Organisations Management), which is  supported by the International Olympic Committee and Olympic Solidarity. He also lectures in the MEMOS program in both French and English, and is a supervising professor at the International Olympic Academy and an adjunct professor at the University of British Columbia (business of high performance sport). He has co-developed and co-taught a sport event management course with Dr. Milena Parent on the International Olympic Committee’s Athlete Learning Gateway.

Professor Séguin is studies the marketing of sport events and sport organizations. He focuses on questions related to sponsorship, ambush marketing and brand management, primarily in terms of major sports events such as the Olympic Games.

Séguin has co-authored or co-edited books including Sport Marketing: A Canadian Perspective (with Norm O’Reilly, 2009, 2014, 2022), the Routledge Handbook of the Olympic and Paralympic Games (with Dikaia Chatziefstathiou,and Borja Garcia), Olympic Marketing (with Profs. Alain Ferrand and Jean-Loup Chappelet, 2012) and Global Sport Marketing: Sponsorship and the Olympic Games (with Norm O’Reilly, Richard Pound, Rick Burton and Michelle Brunette).

In addition to his academic work, Séguin has extensive experience in managing Olympic sport organizations. He was marketing director of two national sport organizations (Synchro Canada and Diving Canada), a board member and president of Diving Canada, vice-president of the Aquatic Federation of Canada and vice-president of Plongeon Québec. He was named assistant chef de mission for the Canadian team competing at the 2003 Pan American Games in Santo Domingo by the Canadian Olympic Committee.

Professor Séguin is accepting new students for thesis supervision.

• Google Scholar
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• Twitter

• Sport marketing
• Sponsorship
• Ambush marketing
• Branding in sports

Books

• O’Reilly, N., Séguin, B., Abeza, G. and Narraine, M. (2022). Sport Marketing: A Canadian Perspective (3rd Ed). Human Kinetics.
• Chatziefstathiou, M., Séguin, B. and Garcia, B., (2020). Routledge Handbook of the Olympic and Paralympic Games, Routledge: Abingdon, Oxon, UK.
• O’Reilly, N., Pound, D. Séguin, B., Burton, R. and Brunette, M. (2015). Global Sport Marketing. Fitness Information technology. Morgantown, West Virginia.
• Ferrand, A., Chappelet, J-L, and Séguin, B. (2012). Olympic Marketing.  Routledge: London.
• Ferrand, A., Chappelet, J-L, and Séguin, B. (2012). Marketing olympique: Co-création de valeur entre acteurs. de boeck: Bruxelles.

Articles (most recents)

• Rodrigue, F., Abeza, G., Séguin, B. and MacIntosh, E. (2021). Branding a Professional Sport Team that Re-Enters the Same Marketplace: A Stakeholders Perspective. Sport Marketing Quarterly, 30(1), 3-15.
• Naraine, M., Parent, M., Hoye, R., Taks, M., Séguin, B. and Thompson, A. (2020). Examining the Interorganizational Links Between National Sport Organizations and Their Stakeholders: A Social Network Analysis. International Journal of Sport Management, 21, 239-260.
• Abeza, G., Braunstein-Minkove, J.R., Séguin B., O’Reilly, N., Abdourazakou, Y., and Kim, A. (2020). Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games. International Journal of Sport Communications, https://doi.org/10.1123/ijsc.2020-0266
• Abeza, G., Seguin, B., Carton, P. & Holland, S. (2020). Measuring Sponsorship Effectiveness: Designing an Alternative Approach. Sport Marketing Quarterly. Open Access, 1-12. https://doi.org/10.32731/SMQ.OA.092020.01
• Taks, M., Séguin,B. Thomson, A., Naraine, M., Parent, M. and Hoye, R. (2020). Brand governance practices in Canadian national sport organizations: An exploratory study. European Sport Marketing Quarterly, 20(1), 10-29. DOI: 10.1080/16184742.2019.1690538
• Abeza, G., O’Reilly, N., Finch, D., Séguin, B. and Nadeau, J. (2020).  The Role of Social Media in the Co-Creation of Value in Relationship Marketing: A Multi-Domain Study. Journal of Strategic Marketing, 28(6), 472-493.
• Hoye, R., Parent, M., Taks, M., Naraine, M., Séguin, B. and Thompson, A. (2019). Design archetype utility for understanding and analysing the governance of contemporary national sport organizations. Sport Management Review. https://doi:.org/10.1016/j.smr.2019.10.002
• Ellis, D. Séguin, B. and Parent. M. (2019). Ambush Marketing Legislation and Institutionalized Brand Protection. International Journal of Sport Management, 3, 247-274.
• Abeza, G., O’Reilly, N. and Séguin, B. (2019). Adapting the Focus Group for Research in Sport Management: The Sequential Funnel-Based Focus Group Design. Journal of Global Sport Management, https://DOI.10.1080/24704067.2018.1550621
• Ellis, D., Patry, P., Séguin, B. and O’Reilly, N. (2019). Ambush Marketing and the Olympic and Paralympic Marks Act: A National Sponsor Perspective. International Journal of Sport Management and Marketing, 19(3/4), 184-207.
• Abeza, G., O’Reilly, N. and Séguin, B. (2019). Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL and NHL. Communication & Sport. 7(1), 80-109.
• Abeza, G., O’Reilly, N. and Séguin, B. (2017). Social Media as a Relationship Marketing Tool in Professional Sport: A Netnographical Exploration. International Journal of Sport Communication,10(3),325-358.
• Abeza, G., O’Reilly, N., Séguin, B. & Nzindukiyimana, O. (2017). The Fame Game: The World’s Highest-Paid Athletes, Product Endorsement, and Twitter. Sport, Business, Management: An International Journal, 7(3), 332-355
• Ellis, D., Parent, M. and Séguin, B. (2016). Olympic ambush marketing networks and knowledge transfer: Examining their impact on the institutionalization of anti-ambush legislation. Journal of Sport Management, 30(5), 473-489.

• Séguin, B. (2015, December). Olympic Brand Go vernance. Conference held by the University of Johannesburg and the Olympic Studies Centre of the German Sport University Cologne. Johannesburg., South Africa.
• Ellis, D., Séguin, B., Scassa, T., & Parent, M. M. (2008, September). Who’s ambushing whom?  An examination of anti-ambush marketing legislation in Canada: The Case of the 2010 Olympic and Paralympic Winter Games. Paper presented at the 16th European Association for Sport Management conference, Heidelberg, Germany.
• Patry, P., Séguin, B., O’Reilly, N. and Ellis, D. (2014). Ambush Marketing and the Olympic and Paralympic Marks Act: A Sponsor’s Perspective. Administrative Sciences Association of Canada, Nipissing University, Ontario, Canada. Best Paper Award, Tourism and Sport Management Track.
• Parent, M. M., & Séguin, B. (2009, June 6-9). Unmodèle pour des alliances stratégiques dans le cadre de la gestion d’événements sportifs au Canada. Paper presented at the Administrative Sciences Association of Canada Conference, Niagara Falls, Ontario, Canada.
• Parent, M. M., & Séguin, B. (2010, July). Change as routine? Understanding organizational change in Canadian major sporting events. Paper presented at the International Federation of Scholarly Associations of Management, Paris, France.
• Séguin, B., Parent, M.M., Young, B., & Bennett, A. (2014, November 27). Understanding ‘Best-Ever’ Masters Sport Events: The Case of FINA 2014. Sport Management Association of Australia and New Zealand (SMAANZ) conference. Melbourne, Australia
• Ellis, D., Séguin, B. and Parent, M. (2013). The Evolution and Institutionalization of Olympic Ambush Marketing. European Sport Management Association Conference. Istanbul, Turkey.
• Abeza, G., O’Reilly, N. & Séguin, B. (2015). IOC’s Social Media Regulation and Its Effectiveness in Protecting Ambush Marketing: The Case of Sochi 2014 Olympic Games. October 28, 2015, 13th Annual Conference Sport Marketing Association. Atlanta, Georgia.
• Rodrigue, F., Séguin, B., Parent, M. and MacIntosh, E. (2015). Brand and Value Co-Creation: A Case Study of an Expansion Franchise. NASSM 2015 Conference, Ottawa, Ontario, June 2015
• Abeza, G., O’Reilly, N., Séguin, B., & Floyd, J. (2015). Athlete Product Endorsement and Use of Twitter. The 23nd European Association for Sport Management conference. Dublin, Ireland.