diff --git a/deploy/helm/edot-collector/kube-stack/values.yaml b/deploy/helm/edot-collector/kube-stack/values.yaml
index 8e8b493ea18..a7102efedd7 100644
--- a/deploy/helm/edot-collector/kube-stack/values.yaml
+++ b/deploy/helm/edot-collector/kube-stack/values.yaml
@@ -16,7 +16,7 @@ crds:
   create: true # Install the OpenTelemetry Operator CRDs.
 defaultCRConfig:
   image:
-    repository: "docker.elastic.co/beats/elastic-agent"
+    repository: "docker.elastic.co/elastic-agent/elastic-agent"
     tag: "9.1.0"
   targetAllocator:
     enabled: false # Enable/disable the Operator's Target allocator.
diff --git a/deploy/helm/elastic-agent/README.md b/deploy/helm/elastic-agent/README.md
index d4b5198887f..3bf3b5104bc 100644
--- a/deploy/helm/elastic-agent/README.md
+++ b/deploy/helm/elastic-agent/README.md
@@ -145,7 +145,7 @@ The chart built-in [kubernetes integration](https://docs.elastic.co/integrations
 | Key | Type | Default | Description |
 |-----|------|---------|-------------|
 | agent.version | string | `"9.0.0"` | elastic-agent version |
-| agent.image | object | `{"pullPolicy":"IfNotPresent","repository":"docker.elastic.co/beats/elastic-agent","tag":"9.0.0-SNAPSHOT"}` | image configuration |
+| agent.image | object | `{"pullPolicy":"IfNotPresent","repository":"docker.elastic.co/elastic-agent/elastic-agent","tag":"9.0.0-SNAPSHOT"}` | image configuration |
 | agent.imagePullSecrets | list | `[]` | image pull secrets |
 | agent.engine | string | `"k8s"` | generate kubernetes manifests or [ECK](https://github.com/elastic/cloud-on-k8s) CRDs |
 | agent.unprivileged | bool | `false` | enable unprivileged mode |
diff --git a/deploy/helm/elastic-agent/examples/eck/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/eck/rendered/manifest.yaml
index 9dc6275050e..d033d5fb094 100644
--- a/deploy/helm/elastic-agent/examples/eck/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/eck/rendered/manifest.yaml
@@ -993,7 +993,7 @@ spec:
             value: /usr/share/elastic-agent/state
           - name: ELASTIC_NETINFO
             value: "false"
-          image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+          image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
           imagePullPolicy: IfNotPresent
           name: agent
           resources:
@@ -1072,7 +1072,7 @@ spec:
             value: /usr/share/elastic-agent/state
           - name: ELASTIC_NETINFO
             value: "false"
-          image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+          image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
           imagePullPolicy: IfNotPresent
           name: agent
           resources:
diff --git a/deploy/helm/elastic-agent/examples/fleet-managed-ksm-sharding/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/fleet-managed-ksm-sharding/rendered/manifest.yaml
index 657403af7c4..c78df3f4387 100644
--- a/deploy/helm/elastic-agent/examples/fleet-managed-ksm-sharding/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/fleet-managed-ksm-sharding/rendered/manifest.yaml
@@ -415,7 +415,7 @@ spec:
           value: "false"
         - name: FLEET_ENROLL
           value: "1"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
diff --git a/deploy/helm/elastic-agent/examples/fleet-managed/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/fleet-managed/rendered/manifest.yaml
index c28502e9c80..e66283ac0f6 100644
--- a/deploy/helm/elastic-agent/examples/fleet-managed/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/fleet-managed/rendered/manifest.yaml
@@ -404,7 +404,7 @@ spec:
           value: "false"
         - name: FLEET_ENROLL
           value: "1"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
diff --git a/deploy/helm/elastic-agent/examples/kubernetes-default/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/kubernetes-default/rendered/manifest.yaml
index def214f2e32..26a77bdc2fd 100644
--- a/deploy/helm/elastic-agent/examples/kubernetes-default/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/kubernetes-default/rendered/manifest.yaml
@@ -909,7 +909,7 @@ spec:
           value: /usr/share/elastic-agent/state
         - name: ELASTIC_NETINFO
           value: "false"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
@@ -1090,7 +1090,7 @@ spec:
           value: /usr/share/elastic-agent/state
         - name: ELASTIC_NETINFO
           value: "false"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
diff --git a/deploy/helm/elastic-agent/examples/kubernetes-hints-autodiscover/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/kubernetes-hints-autodiscover/rendered/manifest.yaml
index b2b5ef81851..1760f969e41 100644
--- a/deploy/helm/elastic-agent/examples/kubernetes-hints-autodiscover/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/kubernetes-hints-autodiscover/rendered/manifest.yaml
@@ -912,7 +912,7 @@ spec:
           value: /usr/share/elastic-agent/state
         - name: ELASTIC_NETINFO
           value: "false"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
@@ -1093,7 +1093,7 @@ spec:
           value: /usr/share/elastic-agent/state
         - name: ELASTIC_NETINFO
           value: "false"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
diff --git a/deploy/helm/elastic-agent/examples/kubernetes-ksm-sharding/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/kubernetes-ksm-sharding/rendered/manifest.yaml
index 09d8388e356..6d3a8fa83c7 100644
--- a/deploy/helm/elastic-agent/examples/kubernetes-ksm-sharding/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/kubernetes-ksm-sharding/rendered/manifest.yaml
@@ -980,7 +980,7 @@ spec:
             secretKeyRef:
               key: api_key
               name: es-api-secret
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
@@ -1086,7 +1086,7 @@ spec:
             secretKeyRef:
               key: api_key
               name: es-api-secret
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
@@ -1250,7 +1250,7 @@ spec:
             secretKeyRef:
               key: api_key
               name: es-api-secret
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
diff --git a/deploy/helm/elastic-agent/examples/kubernetes-only-logs/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/kubernetes-only-logs/rendered/manifest.yaml
index f7f3eebb623..a75eee486cc 100644
--- a/deploy/helm/elastic-agent/examples/kubernetes-only-logs/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/kubernetes-only-logs/rendered/manifest.yaml
@@ -244,7 +244,7 @@ spec:
           value: /usr/share/elastic-agent/state
         - name: ELASTIC_NETINFO
           value: "false"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
diff --git a/deploy/helm/elastic-agent/examples/multiple-integrations/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/multiple-integrations/rendered/manifest.yaml
index 705f09321bb..ea576603d52 100644
--- a/deploy/helm/elastic-agent/examples/multiple-integrations/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/multiple-integrations/rendered/manifest.yaml
@@ -938,7 +938,7 @@ spec:
           value: /usr/share/elastic-agent/state
         - name: ELASTIC_NETINFO
           value: "false"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
@@ -1109,7 +1109,7 @@ spec:
           value: /usr/share/elastic-agent/state
         - name: ELASTIC_NETINFO
           value: "false"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
diff --git a/deploy/helm/elastic-agent/examples/netflow-service/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/netflow-service/rendered/manifest.yaml
index bc4e22a5d31..d324b371dae 100644
--- a/deploy/helm/elastic-agent/examples/netflow-service/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/netflow-service/rendered/manifest.yaml
@@ -131,7 +131,7 @@ spec:
             secretKeyRef:
               key: api_key
               name: es-api-secret
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         ports:
diff --git a/deploy/helm/elastic-agent/examples/nginx-custom-integration/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/nginx-custom-integration/rendered/manifest.yaml
index b2ce0117c0a..5c445c5e5be 100644
--- a/deploy/helm/elastic-agent/examples/nginx-custom-integration/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/nginx-custom-integration/rendered/manifest.yaml
@@ -93,7 +93,7 @@ spec:
               fieldPath: metadata.name
         - name: STATE_PATH
           value: /usr/share/elastic-agent/state
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         securityContext:
diff --git a/deploy/helm/elastic-agent/examples/system-custom-auth-paths/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/system-custom-auth-paths/rendered/manifest.yaml
index 984cb09e3d9..721adc50339 100644
--- a/deploy/helm/elastic-agent/examples/system-custom-auth-paths/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/system-custom-auth-paths/rendered/manifest.yaml
@@ -324,7 +324,7 @@ spec:
           value: /usr/share/elastic-agent/state
         - name: ELASTIC_NETINFO
           value: "false"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
diff --git a/deploy/helm/elastic-agent/examples/user-cluster-role/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/user-cluster-role/rendered/manifest.yaml
index 08b0dde90f3..6aef8be15d9 100644
--- a/deploy/helm/elastic-agent/examples/user-cluster-role/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/user-cluster-role/rendered/manifest.yaml
@@ -132,7 +132,7 @@ spec:
               fieldPath: metadata.name
         - name: STATE_PATH
           value: /usr/share/elastic-agent/state
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         securityContext:
diff --git a/deploy/helm/elastic-agent/examples/user-service-account/rendered/manifest.yaml b/deploy/helm/elastic-agent/examples/user-service-account/rendered/manifest.yaml
index c22e6350f2a..2a554de12d4 100644
--- a/deploy/helm/elastic-agent/examples/user-service-account/rendered/manifest.yaml
+++ b/deploy/helm/elastic-agent/examples/user-service-account/rendered/manifest.yaml
@@ -889,7 +889,7 @@ spec:
           value: /usr/share/elastic-agent/state
         - name: ELASTIC_NETINFO
           value: "false"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
@@ -1070,7 +1070,7 @@ spec:
           value: /usr/share/elastic-agent/state
         - name: ELASTIC_NETINFO
           value: "false"
-        image: docker.elastic.co/beats/elastic-agent:9.1.0-SNAPSHOT
+        image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0-SNAPSHOT
         imagePullPolicy: IfNotPresent
         name: agent
         resources:
diff --git a/deploy/helm/elastic-agent/values.yaml b/deploy/helm/elastic-agent/values.yaml
index 27f9e5a20b2..dbe837d9bc9 100644
--- a/deploy/helm/elastic-agent/values.yaml
+++ b/deploy/helm/elastic-agent/values.yaml
@@ -336,7 +336,7 @@ agent:
   # -- image configuration
   # @section -- 6 - Elastic-Agent Configuration
   image:
-    repository: docker.elastic.co/beats/elastic-agent
+    repository: docker.elastic.co/elastic-agent/elastic-agent
     pullPolicy: IfNotPresent
     tag: "9.1.0-SNAPSHOT"
   # -- image pull secrets
diff --git a/deploy/kubernetes/elastic-agent-kustomize/default/elastic-agent-managed/base/elastic-agent-managed-daemonset.yaml b/deploy/kubernetes/elastic-agent-kustomize/default/elastic-agent-managed/base/elastic-agent-managed-daemonset.yaml
index 9c80f806724..088500628f0 100644
--- a/deploy/kubernetes/elastic-agent-kustomize/default/elastic-agent-managed/base/elastic-agent-managed-daemonset.yaml
+++ b/deploy/kubernetes/elastic-agent-kustomize/default/elastic-agent-managed/base/elastic-agent-managed-daemonset.yaml
@@ -27,7 +27,7 @@ spec:
       dnsPolicy: ClusterFirstWithHostNet
       containers:
         - name: elastic-agent
-          image: docker.elastic.co/beats/elastic-agent:9.1.0
+          image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
           env:
             # Set to 1 for enrollment into Fleet server. If not set, Elastic Agent is run in standalone mode
             - name: FLEET_ENROLL
diff --git a/deploy/kubernetes/elastic-agent-kustomize/default/elastic-agent-standalone/base/elastic-agent-standalone-daemonset.yaml b/deploy/kubernetes/elastic-agent-kustomize/default/elastic-agent-standalone/base/elastic-agent-standalone-daemonset.yaml
index 5bb88496fb9..cd77952846f 100644
--- a/deploy/kubernetes/elastic-agent-kustomize/default/elastic-agent-standalone/base/elastic-agent-standalone-daemonset.yaml
+++ b/deploy/kubernetes/elastic-agent-kustomize/default/elastic-agent-standalone/base/elastic-agent-standalone-daemonset.yaml
@@ -28,7 +28,7 @@ spec:
       # Uncomment if using hints feature
       #initContainers:
       #  - name: k8s-templates-downloader
-      #    image: docker.elastic.co/beats/elastic-agent:9.1.0
+      #    image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
       #    command: ['bash']
       #    args:
       #      - -c
@@ -40,7 +40,7 @@ spec:
       #        mountPath: /etc/elastic-agent/inputs.d
       containers:
         - name: elastic-agent-standalone
-          image: docker.elastic.co/beats/elastic-agent:9.1.0
+          image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
           args: ["-c", "/etc/elastic-agent/agent.yml", "-e"]
           env:
             # The API Key with access privilleges to connect to Elasticsearch. https://www.elastic.co/guide/en/fleet/current/grant-access-to-elasticsearch.html#create-api-key-standalone-agent
diff --git a/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-managed/base/elastic-agent-managed-daemonset.yaml b/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-managed/base/elastic-agent-managed-daemonset.yaml
index 53390768a43..59e6b345c0e 100644
--- a/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-managed/base/elastic-agent-managed-daemonset.yaml
+++ b/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-managed/base/elastic-agent-managed-daemonset.yaml
@@ -27,7 +27,7 @@ spec:
       dnsPolicy: ClusterFirstWithHostNet
       containers:
         - name: elastic-agent
-          image: docker.elastic.co/beats/elastic-agent:9.1.0
+          image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
           env:
             # Set to 1 for enrollment into Fleet server. If not set, Elastic Agent is run in standalone mode
             - name: FLEET_ENROLL
diff --git a/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-managed/extra/elastic-agent-managed-statefulset.yaml b/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-managed/extra/elastic-agent-managed-statefulset.yaml
index 69cdfb9ef96..5fc6e6c8115 100644
--- a/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-managed/extra/elastic-agent-managed-statefulset.yaml
+++ b/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-managed/extra/elastic-agent-managed-statefulset.yaml
@@ -27,7 +27,7 @@ spec:
       dnsPolicy: ClusterFirstWithHostNet
       containers:
         - name: elastic-agent
-          image: docker.elastic.co/beats/elastic-agent:9.1.0
+          image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
           env:
             # Set to 1 for enrollment into Fleet server. If not set, Elastic Agent is run in standalone mode
             - name: FLEET_ENROLL
diff --git a/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-standalone/base/elastic-agent-standalone-daemonset.yaml b/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-standalone/base/elastic-agent-standalone-daemonset.yaml
index 5c00fe13b04..94ff19e0c8f 100644
--- a/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-standalone/base/elastic-agent-standalone-daemonset.yaml
+++ b/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-standalone/base/elastic-agent-standalone-daemonset.yaml
@@ -28,7 +28,7 @@ spec:
       # Uncomment if using hints feature
       #initContainers:
       #  - name: k8s-templates-downloader
-      #    image: docker.elastic.co/beats/elastic-agent:9.1.0
+      #    image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
       #    command: ['bash']
       #    args:
       #      - -c
@@ -40,7 +40,7 @@ spec:
       #        mountPath: /etc/elastic-agent/inputs.d
       containers:
         - name: elastic-agent-standalone
-          image: docker.elastic.co/beats/elastic-agent:9.1.0
+          image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
           args: ["-c", "/etc/elastic-agent/agent.yml", "-e"]
           env:
             # The API Key with access privilleges to connect to Elasticsearch. https://www.elastic.co/guide/en/fleet/current/grant-access-to-elasticsearch.html#create-api-key-standalone-agent
diff --git a/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-standalone/extra/elastic-agent-standalone-statefulset.yaml b/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-standalone/extra/elastic-agent-standalone-statefulset.yaml
index f433f4adb56..f1828de98ca 100644
--- a/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-standalone/extra/elastic-agent-standalone-statefulset.yaml
+++ b/deploy/kubernetes/elastic-agent-kustomize/ksm-autosharding/elastic-agent-standalone/extra/elastic-agent-standalone-statefulset.yaml
@@ -28,7 +28,7 @@ spec:
       # Uncomment if using hints feature
       #initContainers:
       #  - name: k8s-templates-downloader
-      #    image: docker.elastic.co/beats/elastic-agent:9.1.0
+      #    image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
       #    command: ['bash']
       #    args:
       #      - -c
@@ -40,7 +40,7 @@ spec:
       #        mountPath: /etc/elastic-agent/inputs.d
       containers:
         - name: elastic-agent-standalone
-          image: docker.elastic.co/beats/elastic-agent:9.1.0
+          image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
           args: ["-c", "/etc/elastic-agent/agent.yml", "-e"]
           env:
             # The API Key with access privilleges to connect to Elasticsearch. https://www.elastic.co/guide/en/fleet/current/grant-access-to-elasticsearch.html#create-api-key-standalone-agent
diff --git a/deploy/kubernetes/elastic-agent-kustomize/ksm-hints/elastic-agent-standalone/kustomization.yaml b/deploy/kubernetes/elastic-agent-kustomize/ksm-hints/elastic-agent-standalone/kustomization.yaml
index d8aeedb8dc2..d03fe85702a 100644
--- a/deploy/kubernetes/elastic-agent-kustomize/ksm-hints/elastic-agent-standalone/kustomization.yaml
+++ b/deploy/kubernetes/elastic-agent-kustomize/ksm-hints/elastic-agent-standalone/kustomization.yaml
@@ -19,7 +19,7 @@ patches:
         spec:
           initContainers:
             - name: k8s-templates-downloader
-              image: docker.elastic.co/beats/elastic-agent:9.1.0
+              image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
               command: ['bash']
               args:
                 - -c
@@ -37,4 +37,3 @@ patches:
           volumes:
             - name: external-inputs
               emptyDir: {}
-          
\ No newline at end of file
diff --git a/deploy/kubernetes/elastic-agent-kustomize/ksm-hints/elastic-agent-standalone/kustomization.yaml.original b/deploy/kubernetes/elastic-agent-kustomize/ksm-hints/elastic-agent-standalone/kustomization.yaml.original
index 8d5ac86e75f..da9aecb93ab 100644
--- a/deploy/kubernetes/elastic-agent-kustomize/ksm-hints/elastic-agent-standalone/kustomization.yaml.original
+++ b/deploy/kubernetes/elastic-agent-kustomize/ksm-hints/elastic-agent-standalone/kustomization.yaml.original
@@ -19,7 +19,7 @@ patches:
         spec:
           initContainers:
             - name: k8s-templates-downloader
-              image: docker.elastic.co/beats/elastic-agent:%VERSION%
+              image: docker.elastic.co/elastic-agent/elastic-agent:%VERSION%
               command: ['bash']
               args:
                 - -c
@@ -37,4 +37,3 @@ patches:
           volumes:
             - name: external-inputs
               emptyDir: {}
-          
\ No newline at end of file
diff --git a/deploy/kubernetes/elastic-agent-managed-kubernetes.yaml b/deploy/kubernetes/elastic-agent-managed-kubernetes.yaml
index 377ffb84c58..4d1fedae39a 100644
--- a/deploy/kubernetes/elastic-agent-managed-kubernetes.yaml
+++ b/deploy/kubernetes/elastic-agent-managed-kubernetes.yaml
@@ -27,7 +27,7 @@ spec:
       dnsPolicy: ClusterFirstWithHostNet
       containers:
         - name: elastic-agent
-          image: docker.elastic.co/beats/elastic-agent:9.1.0
+          image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
           env:
             # Set to 1 for enrollment into Fleet server. If not set, Elastic Agent is run in standalone mode
             - name: FLEET_ENROLL
diff --git a/deploy/kubernetes/elastic-agent-managed/elastic-agent-managed-daemonset.yaml b/deploy/kubernetes/elastic-agent-managed/elastic-agent-managed-daemonset.yaml
index 7a3d839a2d2..6864b2ede54 100644
--- a/deploy/kubernetes/elastic-agent-managed/elastic-agent-managed-daemonset.yaml
+++ b/deploy/kubernetes/elastic-agent-managed/elastic-agent-managed-daemonset.yaml
@@ -27,7 +27,7 @@ spec:
       dnsPolicy: ClusterFirstWithHostNet
       containers:
         - name: elastic-agent
-          image: docker.elastic.co/beats/elastic-agent:%VERSION%
+          image: docker.elastic.co/elastic-agent/elastic-agent:%VERSION%
           env:
             # Set to 1 for enrollment into Fleet server. If not set, Elastic Agent is run in standalone mode
             - name: FLEET_ENROLL
diff --git a/deploy/kubernetes/elastic-agent-standalone-kubernetes.yaml b/deploy/kubernetes/elastic-agent-standalone-kubernetes.yaml
index 883a283725e..75f2e0069b4 100644
--- a/deploy/kubernetes/elastic-agent-standalone-kubernetes.yaml
+++ b/deploy/kubernetes/elastic-agent-standalone-kubernetes.yaml
@@ -704,7 +704,7 @@ spec:
       # Uncomment if using hints feature
       #initContainers:
       #  - name: k8s-templates-downloader
-      #    image: docker.elastic.co/beats/elastic-agent:9.1.0
+      #    image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
       #    command: ['bash']
       #    args:
       #      - -c
@@ -716,7 +716,7 @@ spec:
       #        mountPath: /etc/elastic-agent/inputs.d
       containers:
         - name: elastic-agent-standalone
-          image: docker.elastic.co/beats/elastic-agent:9.1.0
+          image: docker.elastic.co/elastic-agent/elastic-agent:9.1.0
           args: ["-c", "/etc/elastic-agent/agent.yml", "-e"]
           env:
             # The API Key with access privilleges to connect to Elasticsearch. https://www.elastic.co/guide/en/fleet/current/grant-access-to-elasticsearch.html#create-api-key-standalone-agent
diff --git a/deploy/kubernetes/elastic-agent-standalone/elastic-agent-standalone-daemonset.yaml b/deploy/kubernetes/elastic-agent-standalone/elastic-agent-standalone-daemonset.yaml
index 2fe3237227d..1bf8de3e934 100644
--- a/deploy/kubernetes/elastic-agent-standalone/elastic-agent-standalone-daemonset.yaml
+++ b/deploy/kubernetes/elastic-agent-standalone/elastic-agent-standalone-daemonset.yaml
@@ -28,7 +28,7 @@ spec:
       # Uncomment if using hints feature
       #initContainers:
       #  - name: k8s-templates-downloader
-      #    image: docker.elastic.co/beats/elastic-agent:%VERSION%
+      #    image: docker.elastic.co/elastic-agent/elastic-agent:%VERSION%
       #    command: ['bash']
       #    args:
       #      - -c
@@ -40,7 +40,7 @@ spec:
       #        mountPath: /etc/elastic-agent/inputs.d
       containers:
         - name: elastic-agent-standalone
-          image: docker.elastic.co/beats/elastic-agent:%VERSION%
+          image: docker.elastic.co/elastic-agent/elastic-agent:%VERSION%
           args: ["-c", "/etc/elastic-agent/agent.yml", "-e"]
           env:
             # The API Key with access privilleges to connect to Elasticsearch. https://www.elastic.co/guide/en/fleet/current/grant-access-to-elasticsearch.html#create-api-key-standalone-agent
diff --git a/dev-tools/packaging/packages.yml b/dev-tools/packaging/packages.yml
index 8db52f0ca24..abfe28527f0 100644
--- a/dev-tools/packaging/packages.yml
+++ b/dev-tools/packaging/packages.yml
@@ -242,7 +242,7 @@ shared:
 
   - &docker_elastic_spec
     extra_vars:
-      repository: 'docker.elastic.co/beats'
+      repository: 'docker.elastic.co/elastic-agent'
 
   - &agent_docker_spec
     <<: *agent_binary_spec
diff --git a/docs/local-k8s-testing.md b/docs/local-k8s-testing.md
index ce7ea0086ee..d0b3b9b88d7 100644
--- a/docs/local-k8s-testing.md
+++ b/docs/local-k8s-testing.md
@@ -36,7 +36,7 @@ FLEET_URL=https://<fleet host>:443
 FLEET_ENROLLMENT_TOKEN=<enrollment token>
 ```
 
-### Run agent 
+### Run agent
 
 In order to just deploy agent on your local cluster, open a terminal and then execute
 
@@ -49,7 +49,7 @@ and the output should be something similar to this:
 Generating tags...
  ...
 Checking cache...
- - docker.elastic.co/beats/elastic-agent: Found Locally
+ - docker.elastic.co/elastic-agent/elastic-agent: Found Locally
 Starting test...
 Starting pre-render hooks...
 Completed pre-render hooks
@@ -104,7 +104,7 @@ Images loaded in 35.802479ms
 Waiting for deployments to stabilize...
 Deployments stabilized in 7.654873ms
 Listing files to watch...
- - docker.elastic.co/beats/elastic-agent
+ - docker.elastic.co/elastic-agent/elastic-agent
 Press Ctrl+C to exit
 Not watching for changes...
 WARN[0003] unable to get owner from reference: {apps/v1 DaemonSet elastic-agent-standalone 0c579ec4-319a-4e85-99ec-c409260cb6ce 0xc000f950a0 0xc000f950a1}  subtask=-1 task=DevLoop
diff --git a/internal/pkg/otel/README.md b/internal/pkg/otel/README.md
index 2f6b430d2ce..af77b57d3f4 100644
--- a/internal/pkg/otel/README.md
+++ b/internal/pkg/otel/README.md
@@ -139,7 +139,7 @@ If you remove the `create_directory: true` option, you'll need to manually creat
 By default, when running Elastic Distribution for OpenTelemetry Collector in Docker, checkpoints are stored in `/usr/share/elastic-agent/otel_registry` by default. To ensure data persists across container restarts, you can use the following command:
 
 ```bash
-docker run --rm -ti --entrypoint="elastic-agent" --mount type=bind,source=/path/on/host,target=/usr/share/elastic-agent/otel_registry  docker.elastic.co/beats/elastic-agent:9.0.0-SNAPSHOT otel
+docker run --rm -ti --entrypoint="elastic-agent" --mount type=bind,source=/path/on/host,target=/usr/share/elastic-agent/otel_registry  docker.elastic.co/elastic-agent/elastic-agent:9.0.0-SNAPSHOT otel
 ```
 
 ### Known issues:
diff --git a/internal/pkg/otel/templates/README.md.tmpl b/internal/pkg/otel/templates/README.md.tmpl
index c73668cd507..fc560284bc9 100644
--- a/internal/pkg/otel/templates/README.md.tmpl
+++ b/internal/pkg/otel/templates/README.md.tmpl
@@ -123,7 +123,7 @@ If you remove the `create_directory: true` option, you'll need to manually creat
 By default, when running Elastic Distribution for OpenTelemetry Collector in Docker, checkpoints are stored in `/usr/share/elastic-agent/otel_registry` by default. To ensure data persists across container restarts, you can use the following command:
 
 ```bash
-docker run --rm -ti --entrypoint="elastic-agent" --mount type=bind,source=/path/on/host,target=/usr/share/elastic-agent/otel_registry  docker.elastic.co/beats/elastic-agent:9.0.0-SNAPSHOT otel
+docker run --rm -ti --entrypoint="elastic-agent" --mount type=bind,source=/path/on/host,target=/usr/share/elastic-agent/otel_registry  docker.elastic.co/elastic-agent/elastic-agent:9.0.0-SNAPSHOT otel
 ```
 
 ### Known issues:
diff --git a/pkg/testing/kubernetes/supported.go b/pkg/testing/kubernetes/supported.go
index 88ede3da126..68885bc7458 100644
--- a/pkg/testing/kubernetes/supported.go
+++ b/pkg/testing/kubernetes/supported.go
@@ -50,19 +50,19 @@ var variants = []struct {
 }{
 	{
 		Name:  "basic",
-		Image: "docker.elastic.co/beats/elastic-agent",
+		Image: "docker.elastic.co/elastic-agent/elastic-agent",
 	},
 	{
 		Name:  "wolfi",
-		Image: "docker.elastic.co/beats/elastic-agent-wolfi",
+		Image: "docker.elastic.co/elastic-agent/elastic-agent-wolfi",
 	},
 	{
 		Name:  "complete",
-		Image: "docker.elastic.co/beats/elastic-agent-complete",
+		Image: "docker.elastic.co/elastic-agent/elastic-agent-complete",
 	},
 	{
 		Name:  "complete-wolfi",
-		Image: "docker.elastic.co/beats/elastic-agent-complete-wolfi",
+		Image: "docker.elastic.co/elastic-agent/elastic-agent-complete-wolfi",
 	},
 	{
 		Name:  "cloud",
diff --git a/skaffold.yaml b/skaffold.yaml
index 46e1c0cd300..a81ae8c7cda 100644
--- a/skaffold.yaml
+++ b/skaffold.yaml
@@ -8,7 +8,7 @@ build:
     useBuildkit: false
     useDockerCLI: true
   artifacts:
-    - image: docker.elastic.co/beats/elastic-agent
+    - image: docker.elastic.co/elastic-agent/elastic-agent
       docker:
         dockerfile: Dockerfile.skaffold
         noCache: false