I have to second or third what has been said by all regarding ArmorAll protectant, its bloody marvellous. I`ve just used it on an old Avon/Quiver and its come up like new, the cork was perfect, but the rod let it down.
The funny thing was when I asked for it in the car spares shop, they asked me what I wanted it for, to which I replied, my fishing rods, this caused a few eyebrows to be raised!