BRONCOS SHOOT MAXFLI AD, CADILLAC TO RE-UP WITH SENIORS

          Broncos coach Mike Shanahan and QB John Elway will
     shoot "a national" TV ad today in L.A. for Maxfli, which
     will run "sometime before" the NFL regular season begins,
     according to Adam Schefter of the DENVER POST.  Shanahan, on
     why he and Elway decided to endorse Maxfli: "No idea.  All I
     know is that we get some free balls" (DENVER POST, 2/22).
          OLD AND IN THE WAY? GOLF WORLD's Michael Arkush reports
     that Cadillac "will likely remain as the chief corporate
     sponsor" of ESPN's Senior PGA Tour package despite
     "unimpressive ratings" over the last two years.  Cadillac's
     current deal expires after next season, but the company has
     "begun negotiations with the tour for a new four-year deal
     starting in 2001."  A Cadillac source "acknowledged" that
     the Tour's demographics, which are strong in the 35-to-54
     age group, "are ideal" for the company (GOLF WORLD, 2/19).
          WRITE IT UP: GOLFWEEK's Forecaddie reports that CBS
     announcers Gary McCord and David Feherty will write the next
     Tiger Woods AmEx commercial (GOLFWEEK, 2/20 issue).