Abstract: This tire shield attachment system uses flexible connectors including chains, mesh, webbings, connectors, cables or the like to hold the protective shield in position adjacent the sidewall. The connectors cross over the treaded part of the tire and may be placed through gaps between the treads or over the treads of the tire being protected. The connectors are attached on the inboard side to an inboard attachment ring, and on the outboard side to the tire shield directly or to an outboard ring to which the shield may be mounted. The inboard ring can be opened for installation around the axle without removing the wheel. The tire shield may, in most embodiments, also be removed or changed out without removing the attachment system. Both inboard and outboard rings may be formed from flexible or rigid materials and may have elastic properties and/or incorporate tensioning devices. The same is true for the connectors, which may be placed over or under the tire shield.