I'm afraid this accessory was not developed, manufactured or endorsed by SEGA. In fact, generally SEGA advises that customers should avoid unlicensed third party accessories like this, as they rarely meet our standards for quality. The company that did produce it, Intect, has recently gone out of business and so will be unable to arrange a replacement.
If you purchased the accessory in a bundle that included SEGA Bass Fishing and stated a "Lifetime Warranty" this is the work of another group we are currently looking into. This false representation of our product and another company's may constitute a violation and we would be interested in knowing the name and location of the store you purchased the bundle from. Click here to submit a support ticket.