Conseco Invests in Operation Bass Sponsorship.

Sports Editors/Outdoor & Fishing Writers

GILBERTSVILLE, Ky.--(BW SportsWire)--March 12, 2001

Conseco Inc. (NYSE:CNC) announced today a marketing partnership with Operation Bass, the nation's premier bass fishing organization.

Through this agreement, Conseco hopes to tap into the country's vast fishing psyche and build rapport with 55 million anglers nationwide through a five-person professional bass fishing team that will compete from specially designed Ranger boats. The exclusive agreement designates Conseco as the official insurance, investment and lending partner of the seven-event Wal-Mart FLW Tour, 13-event EverStart Batteries Series, 119-event Wal-Mart Bass Fishing League, five-event Texas Tournament Trail, five-event Wal-Mart RCL Walleye Series and the 2002 Ranger M1 Millennium.

Adding Operation Bass and its staple of highly visible tournament circuits to Conseco's roster of sports marketing ventures underscores the company's use of targeted sponsorships to build customer relationships and cut through advertising clutter. "We want to tap into the values of the people we serve," said Stewart Stockdale, Conseco's chief marketing officer. "We invest in the activities that are important to our customers. We are building a consumer financial services brand, one that middle Americans can relate to.

"The Conseco brand has experienced tremendous growth in the last two years. It has demonstrated a remarkable track record--growing its nationwide awareness from 8 percent at its launch in 1998 to 65 percent in 2000."

"Having Conseco as part of our sponsorship team represents a tremendous opportunity for both organizations and our customers," said Irwin L. Jacobs, chairman of Operation Bass. "Conseco's products and services are perfect for anglers and their families. Moreover, Conseco is a down-to-earth company with employees and distributors that share the same family values as anglers across the country. This is the definition of a win-win relationship."

"Demographically speaking, we look for sponsorship opportunities that are truly important to Americans," Stockdale said. "And that's what we've found with Operation Bass." Conseco joins a number of truly consumer-driven brands rallying around Operation Bass, such as: Pepsi Cola, Frito-Lay, Wal-Mart, Kellogg's, Black & Decker, among others.

Last year, Conseco became the official financial services provider of NASCAR and a primary sponsor of a NASCAR Winston Cup team headed by racing legend A.J. Foyt. The company is also associated with the NBA with Conseco Fieldhouse, the Indiana Pacers' home court.

Headquartered in Indianapolis, Ind., Conseco is one of middle America's leading sources for insurance, investment and lending products. Through its subsidiaries and a nationwide network of distributors, Conseco helps 13 million customers step up to a better, more secure future.

For more information about Operation Bass and its industry-leading family of tournament circuits, visit www.operationbass.com. For more information about Conseco, visit www.conseco.com.