NBC media paid $775 million to exclusively broadcast the Winter Games. The company has set up a media center with a 2,500 strong workforce within Sochi to cover the games.

Apparently NBC staff cannot function with Starbucks coffee so to remedy this situation, NBC has been operating a secret and private Starbucks within the Sochi Winter Olympic Grounds, says the Wallstreet Journal.

The Journal writes, "NBC flies in a rotating crew of some 15 baristas from Starbucks coffee shops in Russia, sets them up with accommodations in Sochi, and pays their regular wages. As with past Games, Starbucks has gladly cooperated with the effort." The baristas then serve free coffee 24/7 to NBC staff on location.

John Fritsche, NBC's senior vice president of Olympic operations says, "It's what Napoleon said: An army travels on its stomach. We, in a lot of ways, operate that way."

It's also been found that this isn't the first time NBC has set up its personal Starbucks, there is a precedent and has found a way to have the famous coffee available at every Olympics since the 2000 Summer Games in Sydney, according to Mr. Fritsche.

Since Starbucks is not an official sponsor of the games, they are forbidden to have an official presence in the area. NBC has tightroped the strict Olympic rules and says it doesn't run contrary to the regulations as the shop is secluded within the NBC facility and does not sell to the public. "It's a personal item," says Mr. Fritsche, who calls the drinks perk "a huge morale booster."

According to Gawker, Coca-Cola holds beverage rights in Sochi while McDonalds is the holder of coffee rights. Both are aware of the illicit coffee shop but are "aware" but not concerned. A representative of Coca-Cola said Coke isn't too concerned about a few Starbucks cups making their way into the park.

Starbucks has been available in Russia since 2007 when it first opened shop but the nearest outlet to Sochi is 350 miles away in Rostov-on-Don. There are presently 69 outlets of the coffee giant in Moscow, St. Petersburg and Rostov-on-Don.