NFL AND STAPLES RENEW DEAL, CLOCK TICKING ON SOFT DRINK PACT

          MA-based Staples, Inc., has renewed its NFL sponsorship
     for the next three years.  Staples, an official NFL sponsor
     the past two years, will continue its Staples Coach of the
     Week program, and beginning in '98, will also honor the NFL
     Coach of the Year (NFL). 
          NFL NOTES: In Denver, Sam Adams reports that John
     Elway, Troy Aikman, Jerry Rice and Brett Favre have filmed
     spots for DirecTV, which are scheduled to run nationally
     this summer, most likely in August during the NFL preseason
     (ROCKY MOUNTAIN NEWS, 5/13)....Thirty of the top NFL
     draftees, including 19 first round picks, will gather for
     four days in Orlando, beginning this Sunday, for a series of
     photo shoots hosted by trading card companies Pinnacle,
     Topps and Upper Deck.  The NFL Players Rookie Premiere is a
     Players Inc event.  The week's activities will be filmed for
     a one-hour syndicated TV special set to air during the NFL
     preseason.  The show will be produced by Players Inc and
     TWI, and sponsored by Acclaim Sports (Players Inc).