diff --git a/cmd/flagger/main.go b/cmd/flagger/main.go
index 7d9df913..69a4162e 100644
--- a/cmd/flagger/main.go
+++ b/cmd/flagger/main.go
@@ -45,6 +45,7 @@ var (
 	slackURL                 string
 	slackUser                string
 	slackChannel             string
+	eventWebhook             string
 	threadiness              int
 	zapReplaceGlobals        bool
 	zapEncoding              string
@@ -67,6 +68,7 @@ func init() {
 	flag.StringVar(&slackURL, "slack-url", "", "Slack hook URL.")
 	flag.StringVar(&slackUser, "slack-user", "flagger", "Slack user name.")
 	flag.StringVar(&slackChannel, "slack-channel", "", "Slack channel.")
+	flag.StringVar(&eventWebhook, "event-webhook", "", "Webhook for publishing flagger events")
 	flag.StringVar(&msteamsURL, "msteams-url", "", "MS Teams incoming webhook URL.")
 	flag.IntVar(&threadiness, "threadiness", 2, "Worker concurrency.")
 	flag.BoolVar(&zapReplaceGlobals, "zap-replace-globals", false, "Whether to change the logging level of the global zap logger.")
@@ -200,6 +202,7 @@ func main() {
 		observerFactory,
 		meshProvider,
 		version.VERSION,
+		eventWebhook,
 	)
 
 	flaggerInformerFactory.Start(stopCh)
diff --git a/pkg/controller/controller.go b/pkg/controller/controller.go
index 574e6dbe..601dab39 100644
--- a/pkg/controller/controller.go
+++ b/pkg/controller/controller.go
@@ -51,6 +51,7 @@ type Controller struct {
 	routerFactory   *router.Factory
 	observerFactory *metrics.Factory
 	meshProvider    string
+	eventWebhook    string
 }
 
 func NewController(
@@ -66,6 +67,7 @@ func NewController(
 	observerFactory *metrics.Factory,
 	meshProvider string,
 	version string,
+	eventWebhook string,
 ) *Controller {
 	logger.Debug("Creating event broadcaster")
 	flaggerscheme.AddToScheme(scheme.Scheme)
@@ -97,6 +99,7 @@ func NewController(
 		canaryFactory:   canaryFactory,
 		routerFactory:   routerFactory,
 		meshProvider:    meshProvider,
+		eventWebhook:    eventWebhook,
 	}
 
 	flaggerInformer.Informer().AddEventHandler(cache.ResourceEventHandlerFuncs{
@@ -244,19 +247,32 @@ func checkCustomResourceType(obj interface{}, logger *zap.SugaredLogger) (flagge
 	return *roll, true
 }
 
+func (c *Controller) sendEventToWebhook(r *flaggerv1.Canary, template string, args []interface{}) {
+	if c.eventWebhook != "" {
+		c.logger.Info(fmt.Sprintf(template, args...))
+		err := CallEventWebhook(r, c.eventWebhook, fmt.Sprintf(template, args...), corev1.EventTypeNormal)
+		if err != nil {
+			c.logger.With("canary", fmt.Sprintf("%s.%s", r.Name, r.Namespace)).Errorf("error sending event to webhook: %s", err)
+		}
+	}
+}
+
 func (c *Controller) recordEventInfof(r *flaggerv1.Canary, template string, args ...interface{}) {
 	c.logger.With("canary", fmt.Sprintf("%s.%s", r.Name, r.Namespace)).Infof(template, args...)
 	c.eventRecorder.Event(r, corev1.EventTypeNormal, "Synced", fmt.Sprintf(template, args...))
+	c.sendEventToWebhook(r, template, args)
 }
 
 func (c *Controller) recordEventErrorf(r *flaggerv1.Canary, template string, args ...interface{}) {
 	c.logger.With("canary", fmt.Sprintf("%s.%s", r.Name, r.Namespace)).Errorf(template, args...)
 	c.eventRecorder.Event(r, corev1.EventTypeWarning, "Synced", fmt.Sprintf(template, args...))
+	c.sendEventToWebhook(r, template, args)
 }
 
 func (c *Controller) recordEventWarningf(r *flaggerv1.Canary, template string, args ...interface{}) {
 	c.logger.With("canary", fmt.Sprintf("%s.%s", r.Name, r.Namespace)).Infof(template, args...)
 	c.eventRecorder.Event(r, corev1.EventTypeWarning, "Synced", fmt.Sprintf(template, args...))
+	c.sendEventToWebhook(r, template, args)
 }
 
 func (c *Controller) sendNotification(cd *flaggerv1.Canary, message string, metadata bool, warn bool) {
diff --git a/pkg/controller/webhook.go b/pkg/controller/webhook.go
index ff144095..0eeef6b6 100644
--- a/pkg/controller/webhook.go
+++ b/pkg/controller/webhook.go
@@ -7,6 +7,11 @@ import (
 	"errors"
 	"fmt"
 	"io/ioutil"
+	v1 "k8s.io/api/core/v1"
+	metav1 "k8s.io/apimachinery/pkg/apis/meta/v1"
+	"k8s.io/client-go/kubernetes/scheme"
+	"k8s.io/client-go/tools/reference"
+	"k8s.io/utils/clock"
 	"net/http"
 	"net/url"
 	"time"
@@ -14,25 +19,13 @@ import (
 	flaggerv1 "github.com/weaveworks/flagger/pkg/apis/flagger/v1alpha3"
 )
 
-// CallWebhook does a HTTP POST to an external service and
-// returns an error if the response status code is non-2xx
-func CallWebhook(name string, namespace string, phase flaggerv1.CanaryPhase, w flaggerv1.CanaryWebhook) error {
-	payload := flaggerv1.CanaryWebhookPayload{
-		Name:      name,
-		Namespace: namespace,
-		Phase:     phase,
-	}
-
-	if w.Metadata != nil {
-		payload.Metadata = *w.Metadata
-	}
-
+func callWebhook(webhook string, payload interface{}, timeout string) error {
 	payloadBin, err := json.Marshal(payload)
 	if err != nil {
 		return err
 	}
 
-	hook, err := url.Parse(w.URL)
+	hook, err := url.Parse(webhook)
 	if err != nil {
 		return err
 	}
@@ -44,16 +37,16 @@ func CallWebhook(name string, namespace string, phase flaggerv1.CanaryPhase, w f
 
 	req.Header.Set("Content-Type", "application/json")
 
-	if len(w.Timeout) < 2 {
-		w.Timeout = "10s"
+	if timeout == "" {
+		timeout = "10s"
 	}
 
-	timeout, err := time.ParseDuration(w.Timeout)
+	t, err := time.ParseDuration(timeout)
 	if err != nil {
 		return err
 	}
 
-	ctx, cancel := context.WithTimeout(req.Context(), timeout)
+	ctx, cancel := context.WithTimeout(req.Context(), t)
 	defer cancel()
 
 	r, err := http.DefaultClient.Do(req.WithContext(ctx))
@@ -73,3 +66,52 @@ func CallWebhook(name string, namespace string, phase flaggerv1.CanaryPhase, w f
 
 	return nil
 }
+
+// CallWebhook does a HTTP POST to an external service and
+// returns an error if the response status code is non-2xx
+func CallWebhook(name string, namespace string, phase flaggerv1.CanaryPhase, w flaggerv1.CanaryWebhook) error {
+	payload := flaggerv1.CanaryWebhookPayload{
+		Name:      name,
+		Namespace: namespace,
+		Phase:     phase,
+	}
+
+	if w.Metadata != nil {
+		payload.Metadata = *w.Metadata
+	}
+
+	if len(w.Timeout) < 2 {
+		w.Timeout = "10s"
+	}
+
+	return callWebhook(w.URL, payload, w.Timeout)
+}
+
+func CallEventWebhook(r *flaggerv1.Canary, webhook, message, eventtype string) error {
+	t := clock.RealClock{}.Now()
+	ref, err := reference.GetReference(scheme.Scheme, r)
+	if err != nil {
+		return err
+	}
+
+	namespace := ref.Namespace
+	if namespace == "" {
+		namespace = metav1.NamespaceDefault
+	}
+
+	event := v1.Event{
+		ObjectMeta: metav1.ObjectMeta{
+			Name:      fmt.Sprintf("%v.%x", ref.Name, t.UnixNano()),
+			Namespace: namespace,
+		},
+		InvolvedObject: *ref,
+		Reason:         "Synced",
+		Message:        message,
+		Source: v1.EventSource{
+			Component: "flagger",
+		},
+		Type: eventtype,
+	}
+
+	return callWebhook(webhook, event, "5s")
+}