Abstract: A wheel-rim protector comprises a flexible elongate body having first and second ends, wherein a lateral extent of the elongate body defines a rim-protection portion seatable on a rim edge of a wheel and a tail portion which extends away from the rim-protection portion seatable on a circumferential outer surface of the wheel rim. A connector which positively engages the first and second ends of the elongate body is also provided, and includes a toothed tongue element and a toothed-engagement element on a radially outer surface of the tail portion at or adjacent to at least one of the first and second ends. Teeth of the tongue element and the toothed-engagement element are interengagable to prevent or limit unintentional longitudinal separation of the first and second ends. The connector further includes an anti-lift element on or adjacent to the toothed-engagement element.