Exhibit 23

Consent of Independent Registered Public Accounting Firm

The Board of Directors
Associated Banc-Corp:

We consent to the incorporation by reference in the registration statement (No. 33-54658) on Form S-8 of Associated Banc-Corp of our report dated June 26, 2008, relating to the statements of net assets available for plan benefits of the Associated Banc-Corp 401(k) & Employee Stock Ownership Plan as of December 31, 2007 and 2006, and the related statements of changes in net assets available for plan benefits for the years then ended, and Schedule H, line 4i — Schedule of Assets (Held at End of Year), which report appears in the December 31, 2007 annual report on Form 11-K of the Associated Banc-Corp 401(k) Profit Sharing & Employee Stock Ownership Plan.

/s/ KPMG LLP

Chicago, Illinois
June 26, 2008

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