A long line fishing apparatus comprises a reel, a support member, guide means and hook retaining means. The reel includes a core connected between a first flange and second flange, for winding or unwinding a fishing line thereon said core between the first and second flanges. The reel is attached to the support member and the guide means is attached to the support member. Hook retaining means is formed as at least one slot in the first flange so that at least one hook attached to the fishing line can be retained in at least one slot. Movement of the position of the reel away from an end of the fishing line causes the reel to rotate in a horizontal plane to cause the fishing line to be deployed through the guide means or to be able to be rewound back on the reel through the guide means without tangling.
