diff --git a/.travis.yml b/.travis.yml
index 4cf93ae..f1b6aa6 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -12,6 +12,7 @@ script:
 
 after_success:
   - docker images
+  - ./release.sh
 
 deploy:
   provider: script
@@ -19,3 +20,4 @@ deploy:
   script: ./deploy.sh
   on:
     tags: true
+    condition: $TRAVIS_TAG =~ ^v?[0-9]+\.[0-9]+\.[0-9]+$
diff --git a/deploy.sh b/deploy.sh
index f6c30ee..de49018 100755
--- a/deploy.sh
+++ b/deploy.sh
@@ -14,20 +14,11 @@ eval $(docker run --rm \
     quay.io/keboola/developer-portal-cli-v2:latest \
     ecr:get-login ${KBC_DEVELOPERPORTAL_VENDOR} ${KBC_DEVELOPERPORTAL_APP})
 
-# Push to the repository
-docker tag ${APP_IMAGE}:latest ${REPOSITORY}:${TRAVIS_TAG}
 docker tag ${APP_IMAGE}:latest ${REPOSITORY}:latest
-docker push ${REPOSITORY}:${TRAVIS_TAG}
 docker push ${REPOSITORY}:latest
 
-# Update the tag in Keboola Developer Portal -> Deploy to KBC
-if echo ${TRAVIS_TAG} | grep -c '^v\?[0-9]\+\.[0-9]\+\.[0-9]\+$'
-then
-    docker run --rm \
-        -e KBC_DEVELOPERPORTAL_USERNAME \
-        -e KBC_DEVELOPERPORTAL_PASSWORD \
-        quay.io/keboola/developer-portal-cli-v2:latest \
-        update-app-repository ${KBC_DEVELOPERPORTAL_VENDOR} ${KBC_DEVELOPERPORTAL_APP} ${TRAVIS_TAG} ecr ${REPOSITORY}
-else
-    echo "Skipping deployment to KBC, tag ${TRAVIS_TAG} is not allowed."
-fi
+docker run --rm \
+    -e KBC_DEVELOPERPORTAL_USERNAME \
+    -e KBC_DEVELOPERPORTAL_PASSWORD \
+    quay.io/keboola/developer-portal-cli-v2:latest \
+    update-app-repository ${KBC_DEVELOPERPORTAL_VENDOR} ${KBC_DEVELOPERPORTAL_APP} ${TRAVIS_TAG} ecr ${REPOSITORY}
diff --git a/release.sh b/release.sh
new file mode 100755
index 0000000..e153f57
--- /dev/null
+++ b/release.sh
@@ -0,0 +1,26 @@
+#!/bin/bash
+set -e
+
+# Obtain the component repository and log in
+docker pull quay.io/keboola/developer-portal-cli-v2:latest
+export REPOSITORY=`docker run --rm  \
+    -e KBC_DEVELOPERPORTAL_USERNAME \
+    -e KBC_DEVELOPERPORTAL_PASSWORD \
+    quay.io/keboola/developer-portal-cli-v2:latest \
+    ecr:get-repository ${KBC_DEVELOPERPORTAL_VENDOR} ${KBC_DEVELOPERPORTAL_APP}`
+eval $(docker run --rm \
+    -e KBC_DEVELOPERPORTAL_USERNAME \
+    -e KBC_DEVELOPERPORTAL_PASSWORD \
+    quay.io/keboola/developer-portal-cli-v2:latest \
+    ecr:get-login ${KBC_DEVELOPERPORTAL_VENDOR} ${KBC_DEVELOPERPORTAL_APP})
+
+# Push to the repository
+if [[ ${TRAVIS_TAG} != "" ]]
+then
+    docker tag ${APP_IMAGE}:latest ${REPOSITORY}:${TRAVIS_TAG}
+    docker push ${REPOSITORY}:${TRAVIS_TAG}
+elif [[ ${TRAVIS_PULL_REQUEST} == "false" && ${TRAVIS_BRANCH} != "" ]]
+then
+    docker tag ${APP_IMAGE}:latest ${REPOSITORY}:${TRAVIS_BRANCH}
+    docker push ${REPOSITORY}:${TRAVIS_BRANCH}
+fi