A fire broke out in one of the stands at the New Zealand Boat Show this morning, damaging fishing equipment and closing a section of the display.

Fire Service shift manager Jaron Phillips said five crews attended the blaze at the ASB Showgrounds about 8am.

A large ventilation fan had been organised to extract smoke from the area, he said.

The Hutchwilco New Zealand Boat Show has been running since Thursday and kicked off at 10am this morning.

Spokesman Mike Rose said the fire was extremely well contained.

It seemed to be caused by an issue with one of the light bulbs that might have overheated, he said.

Rods, reels and a little bit of tackle was damaged in the blaze and a "small area" of the fishing hall display was sectioned off, Mr Rose said.

But the damage wouldn't limit purchasing options at the show, Mr Rose said.

"It certainly will not cut down people's choice. It's a very big fishing hall with what we estimate to be over $2 million worth of fishing equipment on sale.

"[The fire] was very contained, we jumped on it pretty quickly. It was all cleared away and sectioned off before the gates even opened."

A fire investigation team will look into the cause of the blaze.