Benoit Séguin is a retired professor of sport management at the University of Ottawa and HEC Montréal. He was also a professor and past Director of the MEMOS program (Executive Master in Sport Organisations Management), supported by the International Olympic Committee and Olympic Solidarity. He currently serves as a supervising professor at the International Olympic Academy and is an associate member of the Pôle Sports at HEC Montréal. His research focuses on the marketing of sport events and organizations, particularly sponsorship, brand management, and governance. This work has led to numerous publications, including several books on sport marketing and Olympic marketing. In addition to his academic work, Benoit has held leadership roles with national sport organizations, the Canadian Olympic Committee, and international sport events held in Canada.