diff --git a/cmd/krel/cmd/promote-images.go b/cmd/krel/cmd/promote-images.go
index 4dff837de6dd..eb100f352d81 100644
--- a/cmd/krel/cmd/promote-images.go
+++ b/cmd/krel/cmd/promote-images.go
@@ -43,11 +43,11 @@ const (
 // promoteCommand is the krel subcommand to promote conainer images
 var imagePromoteCommand = &cobra.Command{
 	Use:   "promote-images",
-	Short: "Starts an image promotion for a tag of kubernetes images",
+	Short: "Starts an image promotion for a tag of kubernetes or kubernetes-sigs images",
 	Long: `krel promote
 
 The 'promote' subcommand of krel updates the image promoter manifests
-ans creates a PR in kubernetes/k8s.io`,
+and creates a PR in kubernetes/k8s.io`,
 	SilenceUsage:  true,
 	SilenceErrors: true,
 	RunE: func(cmd *cobra.Command, args []string) error {
@@ -57,8 +57,10 @@ ans creates a PR in kubernetes/k8s.io`,
 }
 
 type promoteOptions struct {
+	project         string
 	userFork        string
 	tags            []string
+	reviewers       string
 	interactiveMode bool
 }
 
@@ -93,6 +95,13 @@ func (o *promoteOptions) Validate() error {
 var promoteOpts = &promoteOptions{}
 
 func init() {
+	imagePromoteCommand.PersistentFlags().StringVar(
+		&promoteOpts.project,
+		"project",
+		release.Kubernetes,
+		"the name of the project to promote images for",
+	)
+
 	imagePromoteCommand.PersistentFlags().StringSliceVarP(
 		&promoteOpts.tags,
 		"tag",
@@ -108,6 +117,13 @@ func init() {
 		"the user's fork of kubernetes/k8s.io",
 	)
 
+	imagePromoteCommand.PersistentFlags().StringVar(
+		&promoteOpts.reviewers,
+		"reviewers",
+		"@kubernetes/release-engineering",
+		"the list of GitHub users or teams to assign to the PR",
+	)
+
 	imagePromoteCommand.PersistentFlags().BoolVarP(
 		&promoteOpts.interactiveMode,
 		"interactive",
@@ -173,7 +189,7 @@ func runPromote(opts *promoteOptions) error {
 	imagesListPath := filepath.Join(
 		release.GCRIOPathProd,
 		"images",
-		filepath.Base(release.GCRIOPathStaging),
+		filepath.Base(release.GCRIOPathStagingPrefix)+opts.project,
 		"images.yaml",
 	)
 
@@ -194,7 +210,7 @@ func runPromote(opts *promoteOptions) error {
 			opt := reg.GrowManifestOptions{}
 			if err := opt.Populate(
 				filepath.Join(repo.Dir(), release.GCRIOPathProd),
-				release.GCRIOPathStaging, "", "", tag); err != nil {
+				release.GCRIOPathStagingPrefix+opts.project, "", "", tag); err != nil {
 				return errors.Wrapf(err, "populating image promoter options for tag %s", tag)
 			}
 
@@ -252,7 +268,7 @@ func runPromote(opts *promoteOptions) error {
 		return errors.Wrap(err, "adding image manifest to staging area")
 	}
 
-	commitMessage := "releng: Image promotion for " + strings.Join(opts.tags, " / ")
+	commitMessage := "releng: Image promotion for " + opts.project + " " + strings.Join(opts.tags, " / ")
 
 	// Commit files
 	logrus.Debug("Creating commit")
@@ -273,9 +289,9 @@ func runPromote(opts *promoteOptions) error {
 		return nil
 	}
 
-	prBody := fmt.Sprintf("Image promotion for Kubernetes %s\n", strings.Join(opts.tags, " / "))
+	prBody := fmt.Sprintf("Image promotion for %s %s\n", opts.project, strings.Join(opts.tags, " / "))
 	prBody += "This is an automated PR generated from `krel The Kubernetes Release Toolbox`\n\n"
-	prBody += "/hold\ncc: @kubernetes/release-engineering\n"
+	prBody += fmt.Sprintf("/hold\ncc: %s\n", opts.reviewers)
 
 	// Create the Pull Request
 	if mustRun(opts, "Create pull request?") {
diff --git a/docs/krel/README.md b/docs/krel/README.md
index 605d5dfaf9a7..5bae9279b236 100644
--- a/docs/krel/README.md
+++ b/docs/krel/README.md
@@ -36,7 +36,7 @@ krel has several subcommands that perform various tasks during the release lifec
 | cve                                 | Add and edit CVE information                                                                |
 | [ff](ff.md)                         | Fast forward a Kubernetes release branch                                                    |
 | history                             | Run history to build a list of commands that ran when cutting a specific Kubernetes release |
-| promote-images                      | Starts an image promotion for a tag of kubernetes images                                    |
+| promote-images                      | Starts an image promotion for a tag of kubernetes or kubernetes-sigs images                 |
 | [push](push.md)                     | Push Kubernetes release artifacts to Google Cloud Storage (GCS)                             |
 | release                             | Release a staged Kubernetes version                                                         |
 | [release-notes](release-notes.md)   | The subcommand of choice for the Release Notes subteam of SIG Release                       |
diff --git a/pkg/release/release.go b/pkg/release/release.go
index 1817df643273..32d8b012215f 100644
--- a/pkg/release/release.go
+++ b/pkg/release/release.go
@@ -61,6 +61,9 @@ const (
 
 	KubernetesTar = "kubernetes.tar.gz"
 
+	// name of the kubernetes project
+	Kubernetes = "kubernetes"
+
 	// Staged source code tarball of Kubernetes
 	SourcesTar = "src.tar.gz"
 
@@ -107,8 +110,11 @@ const (
 	// Production registry root URL
 	GCRIOPathProd = "k8s.gcr.io"
 
+	// Staging registry root URL prefix
+	GCRIOPathStagingPrefix = "gcr.io/k8s-staging-"
+
 	// Staging registry root URL
-	GCRIOPathStaging = "gcr.io/k8s-staging-kubernetes"
+	GCRIOPathStaging = GCRIOPathStagingPrefix + Kubernetes
 
 	// Mock staging registry root URL
 	GCRIOPathMock = GCRIOPathStaging + "/mock"