Abstract: A lifting and support system for heavy reels of wire or cable, wherein the apparatus utilized for obtaining positioning of the reel for easy unwinding or uncoiling of wire or cable that is wound on said reel, is rugged in construction, simple to use, and of low manufacturing cost. The system involves the placement, of an axle, shaft or horizontal support, which may be one continuous length or two shorter lengths, positioned through or on the lateral sides of the reel to provide means whereby, through a simplified hoist mechanism, one side of the reel may be lifted off the ground or floor surface at a time. Once one side of the reel is in elevated position, the hoist mechanism permits pivotal or arcuate movement of the reel so as to position the reel for subsequent wire or cable pulling.