He obtained his Ph.D. 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. He has also conducted research for Sport Canada and published case studies on best practices for National Sport Organizations and Sponsorship in Canada. Prior to coming to the University of Ottawa, Mr. Séguin was an Assistant Professor at Laurentian University's School of Sports Administration (SPAD) program (1995-2002). He also worked as Marketing Director for two national sport organizations: Synchro Canada (1993-1995) and the Canadian Amateur Diving Association (1991-1993).