For a true Steelers fan, attending a game at Heinz Field is one of life's greatest pleasures -- unless the black-and-gold warriors go down in defeat. But even under the best of circumstances, Ty Morse believes he can make the gameday experience better.

Mr. Morse, 26, is the co-founder and president of company called Songwhale, which is scarcely a year old and has only 15 employees. But it has a high profile for anyone who has been to the Steelers' home field.

Songwhale began offering "premium content" for wireless devices, such as cell phones and PDAs, during Steeler games at Heinz Field this season.

The content ranges from videos, such as interviews with players, to free music downloads, to interactive content. For instance, during a break in the game, fans might hear an announcement encouraging them to text a number for a chance to win tickets to a future game. Then, on the next break, one of those fans receives a text message back, "You've won," with instructions to pick up his prize at one of a half-dozen Songwhale kiosks around the stadium.

If it sounds like all of that texting and downloading might distract from enjoyment of the game itself, Mr. Morse said that is far from the case, noting that fans can take the videos they have downloaded home to watch later.

The Steelers-related content is provided by the team. Songwhale provides the rest, assembled through relationships with such companies as Nike, Gatorade and Virgin Records.

Mr. Morse was working for Virgin and living in Manhattan when he started the company in August 2007. He came to Pittsburgh in June, setting up shop in Lawrenceville. The company also has locations in New York and Milwaukee.

Songwhale has deals to provide content in other venues, such as the New Jersey's Meadowlands sports complex, but Heinz Field is the first NFL outlet to carry Songwhale.

Mr. Morse said the decision to move to Pittsburgh was based primarily on Pittsburghers' legendary loyalty to the Steelers.

"We knew what we wanted to do, and we knew that this was the perfect city to do it," he said.

Also, he said, "we had a sneaking suspicion" that the city would be a good place to build the company's bench strength in terms of tech talent. On that score, Songwhale has surpassed expectations, gaining 10 interns from local colleges and universities.