Sipping success: Hugh Roth
PepsiCo’s decades-long partnership with Penn State University has never been stronger. For alum-turned-executive Hugh Roth, the relationship is about community impact, student opportunity and creating the next generation of memorable campus moments.
In October 2025, PepsiCo saw a rebranding – its first in 24 years – that better reflected the company’s values. PepsiCo also enjoyed an annual dividend increase in November, the 53rd consecutive raise. It’s a sign the company’s future is looking bright, and that’s good news for their long-standing partners.
One of the most important of these is Penn State University, which in 2023 renewed its campus pouring rights exclusivity deal with PepsiCo for another decade. Beyond quenching student thirsts, PepsiCo and Penn State have also teamed up on student design projects, limited edition cans and sustainability initiatives, all building on the decades-long partnership the two entities have enjoyed.
Hugh Roth, PepsiCo’s Chief Customer and Business Development Officer, tells The CEO Magazine that strengthening the PepsiCo-Penn State bond is an honor; as a Penn State alumnus himself, the school and the partnership hold a special place in his heart.
"My years there were some of the most unforgettable of my life," he says. "It’s where I met Amy, now my wife, who grew up in State College and walked the same university paths.
"Being able to partner with my alma mater is truly special, and it’s an honor to bring PepsiCo’s world-class company, brands and capabilities to a place that shaped so much of who I am on campus."
A deep bond
Aside from making Pepsi’s range of products visible and available on campus and across Pennsylvania, Roth says PepsiCo supports the campus faculty and local community all year round, both on and off the field.
"I actually get choked up when I visit the campus and see how the things my teams do every day make the university experience so special; it’s really cool," Roth says.
"It has turned Penn State into our largest university customer in the country from a tier-one school standpoint and touches tens of thousands of people every single day. I couldn’t be prouder."
"Penn State’s spirit lines up perfectly with Pepsi’s."
And from someone who was around for two national championship victories, that’s saying something.
"I was actually there in ‘82 and ‘86, and it doesn’t get any more memorable than that," he says. "I don’t know that we realized how special it was, but those were amazing days."
Today, Roth and his team have the privilege of creating amazing days once again via a shared commitment to making Penn State the best experience for everybody.
"It’s never been just about selling products; it’s about being part of the community and creating real value for students, alumni and staff," he says.
"One of the most meaningful things we’ve done over the years is hire thousands of people straight out of Penn State, giving them opportunities for internships or even full-time roles. It’s an amazing career here at PepsiCo."
Fizzing with innovation
The university campus, already a hub where students seek new experiences, provides the perfect backdrop for PepsiCo, which brings innovative new products to the Penn State table regularly.
"Last autumn, we introduced a concept called Drips by Pepsi, a crafted beverage truck in an Airstream," Roth says. "And we’ve also done some great things that have resonated, such as creating reusable Penn State-branded Gatorade squeeze bottles and custom white Pepsi cans for White Out games."
Penn State White Out games, where Nittany Lions fans wear white, have become a major cultural event.
"It’s actually a moment of unity, pride and energy, and probably one of the greatest experiences in college football," he says.
"And that spirit lines up perfectly with the bold personality of Pepsi. The white can collaboration generated 200 million marketing impressions on social media and because they’re limited edition and only available on campus, they’re on eBay before you know it."
"It’s never been just about selling products; it’s about being part of the community and creating real value for students, alumni and staff."
PepsiCo has also invested in the university’s sustainability platforms, such as electric delivery vehicles and next-level recycling efforts.
"We do a zero percent waste and 100 percent recycled activity at football games and other student-led events, and those are the kinds of partnerships that really resonate," he adds.
Roth is tight-lipped about other dynamic projects in the works but says that since Penn State students are so ahead of the curve when it comes to trends, it isn’t hard to innovate on campus.
"Penn State is a great melting pot of different people and perspectives, so we’re getting the kind of feedback that builds our business in the most impactful way possible," he says. "It helps us refine what we do and stay closely connected to the next generation."