A sport fishing system having: a rod and reel, including fishing line; at least one fishing lure or natural bait; and a controlled released fish attractant for applying to the fishing lure or natural bait. The system may further include an applicator for applying the controlled released fish attractant to the fishing lure or natural bait. In the preferred embodiment, the controlled release fish attractant includes: an attractant and a substantially hydrophobic, film forming release agent.