An overhead sign display system is provided for facilitating the hanging of overhead retail signs, banners and the like upon a line stretched across opposing horizontal supports suspended from the ceiling or affixed to an upright support from the floor or other fixture in a safe, efficient and sturdy manner and to provide an efficient way of maintaining tension on the line. The system includes a free floating reel constructed of a rod around which is coiled a line held in place by a spacer, washers and nuts and which is then inserted into a first end of a horizontal support housing such that the line can be stretched taut across and fastened to the opposing support or fixture then tightened by turning the reel in an opposite direction and securing the reel in place inside the housing. Opposing bolts are threaded through the horizontal support or an optional locking sleeve to engage the reel assembly so as to affix the reel assembly in place and maintain tautness of the line.