diff --git a/pagure/doc_utils.py b/pagure/doc_utils.py
index bcbb70f..1a1fd01 100644
--- a/pagure/doc_utils.py
+++ b/pagure/doc_utils.py
@@ -15,7 +15,7 @@ import markupsafe
 import markdown
 
 
-def modify_rst(rst):
+def modify_rst(rst, view_file_url=None):
     """ Downgrade some of our rst directives if docutils is too old. """
 
     # We catch Exception if we want :-p
@@ -38,6 +38,9 @@ def modify_rst(rst):
     substitutions = {  # pragma: no cover
         '.. code-block:: javascript': '::',
     }
+    if view_file_url:
+        substitutions['.. image:: '] = '.. image:: %s' % view_file_url
+
     for old, new in substitutions.items():  # pragma: no cover
         rst = rst.replace(old, new)
 
@@ -58,9 +61,9 @@ def modify_html(html):
     return html
 
 
-def convert_doc(rst_string):
+def convert_doc(rst_string, view_file_url=None):
     """ Utility to load an RST file and turn it into fancy HTML. """
-    rst = modify_rst(rst_string)
+    rst = modify_rst(rst_string, view_file_url)
 
     overrides = {'report_level': 'quiet'}
     html = docutils.core.publish_parts(
@@ -76,13 +79,13 @@ def convert_doc(rst_string):
     return html_string
 
 
-def convert_readme(content, ext):
+def convert_readme(content, ext, view_file_url=None):
     ''' Convert the provided content according to the extension of the file
     provided.
     '''
     output = content
     if ext and ext in ['.rst']:
-        output = convert_doc(content)
+        output = convert_doc(content, view_file_url)
     elif ext and ext in ['.mk']:
         output = markdown.markdown(content)
     return output
diff --git a/pagure/ui/repo.py b/pagure/ui/repo.py
index d733e1f..f65dc87 100644
--- a/pagure/ui/repo.py
+++ b/pagure/ui/repo.py
@@ -70,7 +70,11 @@ def view_repo(repo, username=None):
         name, ext = os.path.splitext(i.name)
         if name == 'README':
             content = repo_obj[i.oid].data
-            readme = pagure.doc_utils.convert_readme(content, ext)
+            readme = pagure.doc_utils.convert_readme(
+                content, ext,
+                view_file_url=flask.url_for(
+                    'view_file', username=username,
+                    repo=repo.name, identifier=branchname, filename=''))
 
     diff_commits = []
     if repo.is_fork: