Bikers are feeling the love from cellphone carrier AT&T at the granddaddy of all motorcycle rallies, Sturgis.

This week, several hundred thousand bikers are congregating in Sturgis, S.D., for the week-long Sturgis motorcycle rally and reportedly AT&T is stepping up its wireless network coverage throughout the area.

"AT&T is working to help people attending the Sturgis motorcycle rally have great coverage and fast data speeds for their smartphones and mobile devices," said Hardmon Williams, AT&T Vice President and General Manager for Minnesota and the Northern Plains. "On top of the technology enhancements we deployed, our national team is offering dedicated support to our customers in the Sturgis area."

AT&T worked around-the-clock to expedite the turn-up of three cell sites in the area that will improve coverage as people travel throughout Sturgis and surrounding communities, such as Nemo and Alkalai Road, east of Sturgis.

To help ensure the large crowd at Sturgis' Buffalo Chip Campground and the nearby concert grounds can enjoy access to AT&T's accelerated mobile data speeds and simultaneous voice and data capabilities, the company has deployed temporary wireless network capacity through a COW ("Cell on Wheels").

With crowds approaching 500,000 participants at the motorcycle event, AT&T upgraded its downtown Sturgis site to 18-times the typical cell site capacity, and also significantly upgraded the main cellular site covering greater Sturgis.

"The Sturgis motorcycle rally is one of the premier events in South Dakota, drawing a half-million visitors to our state. This event is critically important for retailers and the local economy," said Shawn Lyons, Executive Director, South Dakota Retailers Association.  "AT&T's work to enhance its wireless network gives visitors a high quality wireless network to meet their voice and data needs while enjoying the event."