diff --git a/Makefile b/Makefile
index c478350..7af8059 100644
--- a/Makefile
+++ b/Makefile
@@ -50,7 +50,7 @@ IMAGES = provider-helm
 XPKG_REG_ORGS ?= xpkg.upbound.io/crossplane-contrib index.docker.io/crossplanecontrib
 # NOTE(hasheddan): skip promoting on xpkg.upbound.io as channel tags are
 # inferred.
-XPKG_REG_ORGS_NO_PROMOTE ?= xpkg.upbound.io/crossplane
+XPKG_REG_ORGS_NO_PROMOTE ?= xpkg.upbound.io/crossplane-contrib
 XPKGS = provider-helm
 -include build/makelib/xpkg.mk