HOLIDAY TIP: "AFFILIATIONS" MAY MAKE FOR HAPPIER ANNIKA

          Under a long-term contract that is "about as exclusive
     as deals get," Callaway Golf has Annika Sorenstam "under
     virtual lock and key endorsement wise," according to Lynn
     Henning of GOLFWEEK.  As a result, following Sorenstam's win
     last month at the LPGA Tour Championship, at which she used
     the new Maxfli Revolution ball, "no one saw any" Maxfli
     campaign mentioning Sorenstam.  Under Callaway's deal with
     Sorenstam "no other company is permitted" to use her name or
     likeness "in any promotion."  However, even without name and
     likeness rights, "affiliation" opportunities exist for
     companies interested in Sorenstam, and Henning mentions
     shoes, gloves and balls as equipment areas "unofficially up
     for bids."  At the Tour Championship, in addition to playing
     the Maxfli balls, Sorenstam wore Nike shoes and Callaway
     gloves.  Sorenstam, who previously had a ball relationship
     with Titleist/Foot Joy, "has not received compensation" for
     using Maxfli.  IMG's player rep Mark Henning, which handles
     her endorsements said, "If someone is going to compensate
     her ... and not insist upon name and likeness rights, we'll
     listen.  At the same time, we're very cognizant of the
     Callaway relationship" (GOLFWEEK, 12/6 issue).