diff --git a/.github/workflows/ci.yml b/.github/workflows/ci.yml
index 7bc0a5a..6bd58fd 100644
--- a/.github/workflows/ci.yml
+++ b/.github/workflows/ci.yml
@@ -316,8 +316,8 @@ jobs:
           GIT_API_TOKEN: ${{ secrets.GITHUB_TOKEN }}
 
       - name: Promote Artifacts in S3 and Docker Hub
-        if: github.ref == 'refs/heads/master' && env.CONTRIB_DOCKER_USR != ''
+        if: github.ref == 'refs/heads/main' && env.CONTRIB_DOCKER_USR != ''
         run: make -j2 promote
         env:
-          BRANCH_NAME: master
+          BRANCH_NAME: main
           CHANNEL: master
diff --git a/OWNERS.md b/OWNERS.md
index 36e8472..36d7c5b 100644
--- a/OWNERS.md
+++ b/OWNERS.md
@@ -5,7 +5,7 @@ This page lists all maintainers for **this** repository. Each repository in the
 repository maintainers in their own `OWNERS.md` file.
 
 Please see the Crossplane
-[GOVERNANCE.md](https://github.com/crossplane/crossplane/blob/master/GOVERNANCE.md)
+[GOVERNANCE.md](https://github.com/crossplane/crossplane/blob/main/GOVERNANCE.md)
 for governance guidelines and responsibilities for the steering committee and
 maintainers.
 
diff --git a/README.md b/README.md
index 582c3a6..607bd19 100644
--- a/README.md
+++ b/README.md
@@ -60,7 +60,7 @@ kubectl create -f examples/sample/release.yaml
 ## Design 
 
 See [the design
-document](https://github.com/crossplane/crossplane/blob/master/design/one-pager-helm-provider.md).
+document](https://github.com/crossplane/crossplane/blob/main/design/one-pager-helm-provider.md).
 
 ## Developing locally