Dave Sizer photo, via Flickr.

During a briefing and tour yesterday at AT&T's high-tech complex at Redmond Town Center, one of the company's engineering gurus outlined the latest upgrades in the wireless carrier's voice and data network -- including activation of HSPA 7.2 on 90 percent of its sites in the Seattle region as of the second quarter, as well as additions to its collection of radio network controllers, among other improvements.

Nationwide, the company is spending $18-$19 billion on wireless and wireline improvements this year, a 5-10 percent increase over last year. It cites strong scores in call retention and mobile broadband speed as a result. AT&T is under pressure to make continuous improvements in its network -- and its reputation -- particularly given the possibility of losing its exclusive claim on the iPhone in the U.S. next year.

But what really got my attention was the talk about football.

AT&T isn't yet ready to make an official announcement, but with a little prying I was able to find out out that its engineers have been working behind the scenes to improve its network at Qwest Field and the University of Washington's Husky Stadium for the upcoming Seahawks and Husky seasons. That's notable because weak coverage during high-attendance sporting events can be a huge sore spot for many of the company's customers, as we've noted in the past.

In both locations, the company will be using what's called a Distributed Antenna System -- or DAS, as it's known in the industry. The strategy has been used to boost capacity in other areas of the country where large crowds of people gather. As explained by Mark Lehman, an AT&T engineering sales support manager, a DAS is a high-concentration of low-powered antennas that can significantly boost wireless capacity in specific locations.

The systems will be in place in time for the first Husky and Seahawks home games, but the company is especially wary of setting expectations too high to start. The DAS installations will need to be optimized and adjusted based on what AT&T finds when the first big crowds put them to the test. But over time, the company expects noticeable improvements as a result of the additional capacity.

[Update An AT&T representative emphasized that while the DAS will be in place for the first games, the actual timing of the activation is to be determined. As originally noted, the company doesn't want to set expectations for dramatically improved service for the first games, because that won't necessarily be the case.]

AT&T has seen "very positive experiences" after DAS systems have been optimized in other places around the country where they've been installed, Lehman said.

Unfortunately for the people attending the Penny Arcade Expo this weekend, the Washington State Convention & Trade Center in downtown Seattle is not getting a similar boost -- at least not yet. The AT&T network was already a source of complaints from PAX organizers yesterday, before the convention began.

Lehman said the convention center is on the list of places where AT&T plan to make future improvements.