Abstract: A fishing lure wrap for use in securing a lure in close proximity to the shaft of a fishing rod and away from contact with other lures, clothing, skin, and the like. The device comprises a sheet of soft pliable material having a portion of cooperating hook and loop material attached on outer surface and the corresponding portion of hook and loop material attached on the inner surface. When the device is wrapped around the shaft and the lure, the hook and loop portion cooperate to hold the device securely in place. An optional sponge can be used to keep natural bait moist for extended lengths of time.