diff --git a/Makefile b/Makefile
index a67cbccb4..438749efb 100644
--- a/Makefile
+++ b/Makefile
@@ -16,7 +16,7 @@
 all: all-container
 
 # Use the 0.0 tag for testing, it shouldn't clobber any release builds
-TAG ?= 0.26.2
+TAG ?= master
 REGISTRY ?= quay.io/kubernetes-ingress-controller
 DOCKER ?= docker
 SED_I ?= sed -i
diff --git a/deploy/cloud-generic/deployment.yaml b/deploy/cloud-generic/deployment.yaml
index d75943a9d..61a1cbd8c 100644
--- a/deploy/cloud-generic/deployment.yaml
+++ b/deploy/cloud-generic/deployment.yaml
@@ -15,7 +15,7 @@ spec:
       serviceAccountName: nginx-ingress-serviceaccount
       containers:
         - name: nginx-ingress-controller
-          image: quay.io/kubernetes-ingress-controller/nginx-ingress-controller:0.26.2
+          image: quay.io/kubernetes-ingress-controller/nginx-ingress-controller:master
           args:
             - /nginx-ingress-controller
             - --configmap=$(POD_NAMESPACE)/$(NGINX_CONFIGMAP_NAME)
diff --git a/deploy/cloud-generic/kustomization.yaml b/deploy/cloud-generic/kustomization.yaml
index 7fdd20de6..d0a6060e8 100644
--- a/deploy/cloud-generic/kustomization.yaml
+++ b/deploy/cloud-generic/kustomization.yaml
@@ -12,7 +12,7 @@ resources:
 - service.yaml
 images:
 - name: quay.io/kubernetes-ingress-controller/nginx-ingress-controller
-  newTag: 0.26.2
+  newTag: master
 vars:
 - fieldref:
     fieldPath: metadata.name
diff --git a/deploy/static/mandatory.yaml b/deploy/static/mandatory.yaml
index e55e3276f..ccdd12ed9 100644
--- a/deploy/static/mandatory.yaml
+++ b/deploy/static/mandatory.yaml
@@ -217,7 +217,7 @@ spec:
         kubernetes.io/os: linux
       containers:
         - name: nginx-ingress-controller
-          image: quay.io/kubernetes-ingress-controller/nginx-ingress-controller:0.26.2
+          image: quay.io/kubernetes-ingress-controller/nginx-ingress-controller:master
           args:
             - /nginx-ingress-controller
             - --configmap=$(POD_NAMESPACE)/nginx-configuration
diff --git a/deploy/static/with-rbac.yaml b/deploy/static/with-rbac.yaml
index aacb085ad..d45ef4154 100644
--- a/deploy/static/with-rbac.yaml
+++ b/deploy/static/with-rbac.yaml
@@ -28,7 +28,7 @@ spec:
         kubernetes.io/os: linux
       containers:
         - name: nginx-ingress-controller
-          image: quay.io/kubernetes-ingress-controller/nginx-ingress-controller:0.26.2
+          image: quay.io/kubernetes-ingress-controller/nginx-ingress-controller:master
           args:
             - /nginx-ingress-controller
             - --configmap=$(POD_NAMESPACE)/nginx-configuration