But the former Oakland Raiders coach, who prefers his bus over airplanes, and other NFL bigwigs like Detroit Lions head coach Steve Mariucci, Cleveland Browns owner Carmen Policy and former San Francisco 49ers head coach George Seifert weren't in Los Gatos to talk football--they were here to talk, and play, bocce ball.

It was the third annual charity event hosted by Madden and Mariucci at Campo di Bocce in Los Gatos, where $110,000 was raised. Proceeds will be split among charities chosen by Madden, Mariucci and the town of Los Gatos, Campo di Bocce general manager Benjamin Musolf said.

Madden, Mariucci and Tom Albanese, the owner of the club, first developed the idea more than seven years.

"We wanted to do something different than a golf tournament," Mariucci said. "So we started celebrity bocce ball. And it got bigger and bigger."

After Mariucci left the 49ers to coach the Detroit Lions four years ago, the celebrity tournament became the charity tournament.

"I'm glad John put his name on the tournament so we can continue the event," Mariucci said.

But Mariucci wasn't just there to have fun--he was there to win the tournament.

Watching Mariucci play bocce was not much different than watching him coach football. Pacing the bocce sidelines, he was just missing his earpiece as he yelled at his teammates--and to the officials.

"I prance around just to burn up the nervous energy, and to let the officials know I'm here," Mariucci said.

Apparently his strategy worked, because his team, Mooch's Goombas, won the tournament. Also on the team was Campbo di Bocce owner Albanese, Daisey Azatuatagui, Duino Giordano and new 49ers coach Mike Nolan.

Both Mariucci and Madden said they enjoy the game because it's easy and fun to play.

"It's not hard to understand, and it's not a physical game either. Anybody could play and be better than anybody else," Madden said. "There's not a lot of mental either."

Monte Sereno resident John Ross, president of the United States Bocce Federation, said he thinks Madden is a solid bocce ball player.

"He's a great lagger," Ross said. A lagger refers to a throw tossed at an opponent's ball to push it further away from the target ball, called the pallino.

But even with Madden's techniques, his team wasn't able to come out on top. Rather, it was Mariucci's sideline tricks that may have given Mooch's Goombas the edge they needed.

The Italian game is one of tradition and history. One bocce tradition demands that any team that is shutout kiss "the fanny," a placard of a woman's tush, general manager Musolf said.

And, sure enough, Mariucci enforced the rule when his teammates prevented their opponents from scoring.

Not everyone at the tournament was there to play bocce ball--others were there just to observe and mingle with celebrities.

Dee Okamoto, who attended the event to watch her husband play, said she was most excited to see Al Hart, retired KCBS radio personality.

"I used to listen to him all the time. I just want to hear his voice," Okamoto said.

Hart said he was invited by Madden over the airwaves on KCBS on June 6, the same day as the tournament.

"I was going to give blood today but they said I might want to wait until tomorrow," Hart said.

And it's a good thing he saved his energy.

"We beat John's team in the first round," Hart said.