Abstract: In this invention a tire protection attachment system utilizes adherent materials or mechanical attachments to the wheel rim to hold a covering of protective material adjacent the sidewall of a tubeless tire mounted on a circular wheel rim. The mechanical attachments are made to the outwardly flaring circumferential flange section adjacent the sidewall and/or to the transverse wall section of the wheel rim. Attachments to the flange section are characterized by the use of a clamping ring, a specially designed clip, and/or a circumferential retaining device with a variable circumference.