IMO that was rudely forward. That is the kind of touch that merits getting consent if you ask me.
That aside, there is a kind of sexual fetish where you touch or rub up against people to get a reaction from them. I think it's called frotteurism but I'm not sure. They get a sexual gratification from your reaction. When you didn't react, he kept doing it, yes? (It's a repetitive pattern behavior.) My guess is that he was trying to get you to react so he could get off on it.
My advice is to steer clear of that creep, you deserve better.