How deep are the scratches? If they are minimal you can sand it down and use automotive grade spray paint to cover it up. But if the scratches are really deep, I don't think there is anything you can do about it. Good luck.
You can send the wheel to a wheel repair place. I sent my motorcycle rims to get repaired once after hitting a huge pothole. I can't remember the name of the place or I'd recommend them. Anyway, if it is just the paint that is scratched then you can take them to a body shop to have it fixed. If it is there is a gouge in the alloy then you may be better off with the wheel repair facility. Just go to google and type in "wheel repair".