Abstract: A wheel rim protector is described. Embodiments of the rim protector comprise a main component that provides wheel rim protection, and one or more clamping assemblies for affixing the rim protector to the wheel rim. The rim protector specifically protects the interface between the rim bead and the tire bead, and need not cover a large portion of the wheel rim or tire sidewall in order to be effective. Preferred embodiments of the rim protector are therefore relatively small and light weight, and are well suited for use on ATV wheels. Variations of the adjustable clamping assemblies in embodiments of the rim protector are well suited for use with wheels of various compositions, including, but not limited to, steel or aluminum alloys.