For Colt Brennan, the 2007 Heisman Trophy campaign starts about as soon as you can say Mele Kalikimaka.

Barely back from the college football awards show and a sixth-place finish in the Heisman voting, the University of Hawai'i quarterback's next public appearance, the Sheraton Hawai'i Bowl on Christmas Eve, kicks off his final pursuit of sports' most prestigious award.

But then, it is never too early to begin making an impression on Heisman voters. Never too soon to get people seriously talking the once mutually exclusive terms of "UH quarterback" and "Heisman" in the same sentence. As proof, we offer the news that Brennan has already been tabbed as the No. 1 Heisman contender for 2007 by CollegeFootballNews.com

So, even if the Hawai'i Bowl comes 11 1/2 months before the 2007 ballots will be due, its potential to get the ball rolling is not to be overlooked. Indeed, what better way to re-introduce yourself on the national stage than by breaking the NCAA single-season record for touchdown passes? Something Brennan can take care of with two touchdowns against Arizona State to pass David Klingler's 16-year old mark of 54.

Let ESPN, which will air the Hawai'i Bowl, kick that around for four hours in one of the best prime-time windows the Warriors are likely to see in Brennan's UH career. Consider, for example, that the UH-Oregon State game, the Warriors' only national cable game this regular season, had an audience of 1.224 million households. The last Hawai'i Bowl, matching Nevada and Central Florida, did approximately 2 million households, and this one with all it has to sell could do considerably better.

A point not lost on the public relations folks at UH. "The bowl game will be the first showcase and we'll ramp it up (publicity-wise) early on," said John McNamara, UH associate athletic director. "Not only because Colt is deserving but also because it is a great exposure opportunity for our state."

In Arizona State, the Hawai'i Bowl provides what UH needs most right now, a brand-name opponent, to validate the performance of Brennan and the Warriors. But after the Sun Devils, it is up to UH to fill out the 2007 dance card with the kind of opposition that will certify Brennan's efforts and enhance his Heisman standing. This is where UH can help out both Brennan's cause and its own. This is where the missing link, that third of the 2007 schedule UH has yet to announce, needs to play an important role.

One of the hurdles both UH and Brennan have had to overcome this year is the perception of a weak Western Athletic Conference schedule. The strong showing against Purdue helped. Just as another one against ASU would. But for 2007, for Brennan's Heisman candidacy to fly and the Warriors' bid for a place in the polls to take off, the presence of some brand-name opponents on the schedule is a must.

Reach Ferd Lewis at flewis@honoluluadvertiser.com or 525-8044.