diff --git a/.travis.yml b/.travis.yml
index b658ef303..cd4d45f09 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -1,7 +1,19 @@
 language: minimal
 
+env:
+    global:
+        # Sanitize git branch name into a valid docker tag name
+        - IMAGE_TAG_NAME=$(echo -n $TRAVIS_BRANCH | tr -c "[a-zA-Z0-9._'" "_")
+
 services:
     - docker
 
 script:
-    - docker build -t quay.io/kubernetes_incubator/node-feature-discovery .
+    - make image -e
+
+deploy:
+    on:
+        branch: master
+        condition: -n "$IMAGE_REPO_USER"
+    provider: script
+    script: echo "$IMAGE_REPO_PASSWORD" | docker login -u "$IMAGE_REPO_USER" --password-stdin quay.io && make push -e
diff --git a/Makefile b/Makefile
index c8473b734..15b10f7a7 100644
--- a/Makefile
+++ b/Makefile
@@ -2,6 +2,8 @@
 .FORCE:
 
 IMAGE_BUILD_CMD := docker build
+IMAGE_BUILD_EXTRA_OPTS :=
+IMAGE_PUSH_CMD := docker push
 
 VERSION := $(shell git describe --tags --dirty --always)
 
@@ -19,7 +21,8 @@ all: image
 
 image: yamls
 	$(IMAGE_BUILD_CMD) --build-arg NFD_VERSION=$(VERSION) \
-		-t $(IMAGE_TAG) ./
+		-t $(IMAGE_TAG) \
+		$(IMAGE_BUILD_EXTRA_OPTS) ./
 
 yamls: $(yaml_instances)
 
@@ -39,3 +42,6 @@ mock:
 
 test:
 	go test ./cmd/... ./pkg/...
+
+push:
+	$(IMAGE_PUSH_CMD) $(IMAGE_TAG)
diff --git a/README.md b/README.md
index f24eb6703..93ac38597 100644
--- a/README.md
+++ b/README.md
@@ -611,15 +611,17 @@ attribute in the spec template(s) to the new location
 There are several Makefile variables that control the build process and the
 name of the resulting container image.
 
-| Variable        | Description                          | Default value
-| --------------  | ------------------------------------ | ------------------- |
-| IMAGE_BUILD_CMD | Command to build the image           | docker build
-| IMAGE_REGISTRY  | Container image registry to use      | quay.io/kubernetes_incubator
-| IMAGE_NAME      | Container image name                 | node-feature-discovery
-| IMAGE_TAG_NAME  | Container image tag name             | <nfd version>
-| IMAGE_REPO      | Container image repository to use    | <IMAGE_REGISTRY>/<IMAGE_NAME>
-| IMAGE_TAG       | Full image:tag to tag the image with | <IMAGE_REPO>/<IMAGE_NAME>
-| K8S_NAMESPACE   | nfd-master and nfd-worker namespace  | kube-system
+| Variable               | Description                                  | Default value
+| ---------------------- | -------------------------------------------- | ----------- |
+| IMAGE_BUILD_CMD        | Command to build the image                   | docker build
+| IMAGE_BUILD_EXTRA_OPTS | Extra options to pass to build command       | *empty*
+| IMAGE_PUSH_CMD         | Command to push the image to remote registry | docker push
+| IMAGE_REGISTRY         | Container image registry to use              | quay.io/kubernetes_incubator
+| IMAGE_NAME             | Container image name                         | node-feature-discovery
+| IMAGE_TAG_NAME         | Container image tag name                     | <nfd version>
+| IMAGE_REPO             | Container image repository to use            | <IMAGE_REGISTRY>/<IMAGE_NAME>
+| IMAGE_TAG              | Full image:tag to tag the image with         | <IMAGE_REPO>/<IMAGE_NAME>
+| K8S_NAMESPACE          | nfd-master and nfd-worker namespace          | kube-system
 
 For example, to use a custom registry:
 ```