diff --git a/ansible/templates/crd.yml.j2 b/ansible/templates/crd.yml.j2
index ad8ca846..f617defe 100644
--- a/ansible/templates/crd.yml.j2
+++ b/ansible/templates/crd.yml.j2
@@ -118,6 +118,9 @@ spec:
                 tower_node_selector:
                   description: nodeSelector for the AWX pods
                   type: string
+                tower_service_labels:
+                  description: Additional labels to apply to the service
+                  type: string
                 tower_tolerations:
                   description: node tolerations for the AWX pods
                   type: string
diff --git a/deploy/awx-operator.yaml b/deploy/awx-operator.yaml
index 7c1f3636..bea182e5 100644
--- a/deploy/awx-operator.yaml
+++ b/deploy/awx-operator.yaml
@@ -120,6 +120,9 @@ spec:
                 tower_node_selector:
                   description: nodeSelector for the AWX pods
                   type: string
+                tower_service_labels:
+                  description: Additional labels to apply to the service
+                  type: string
                 tower_tolerations:
                   description: node tolerations for the AWX pods
                   type: string
diff --git a/deploy/crds/awx_v1beta1_crd.yaml b/deploy/crds/awx_v1beta1_crd.yaml
index ad8ca846..f617defe 100644
--- a/deploy/crds/awx_v1beta1_crd.yaml
+++ b/deploy/crds/awx_v1beta1_crd.yaml
@@ -118,6 +118,9 @@ spec:
                 tower_node_selector:
                   description: nodeSelector for the AWX pods
                   type: string
+                tower_service_labels:
+                  description: Additional labels to apply to the service
+                  type: string
                 tower_tolerations:
                   description: node tolerations for the AWX pods
                   type: string
diff --git a/deploy/olm-catalog/awx-operator/manifests/awx-operator.clusterserviceversion.yaml b/deploy/olm-catalog/awx-operator/manifests/awx-operator.clusterserviceversion.yaml
index 175433e6..e1036e2c 100644
--- a/deploy/olm-catalog/awx-operator/manifests/awx-operator.clusterserviceversion.yaml
+++ b/deploy/olm-catalog/awx-operator/manifests/awx-operator.clusterserviceversion.yaml
@@ -381,6 +381,11 @@ spec:
         x-descriptors:
         - urn:alm:descriptor:com.tectonic.ui:advanced
         - urn:alm:descriptor:com.tectonic.ui:hidden
+      - displayName: Tower Service Labels
+        path: tower_service_labels
+        x-descriptors:
+        - urn:alm:descriptor:com.tectonic.ui:advanced
+        - urn:alm:descriptor:com.tectonic.ui:text
       - displayName: Tower Tolerations
         path: tower_tolerations
         x-descriptors:
diff --git a/deploy/olm-catalog/awx-operator/manifests/awx.ansible.com_awxs_crd.yaml b/deploy/olm-catalog/awx-operator/manifests/awx.ansible.com_awxs_crd.yaml
index 57a52d6f..c241a63f 100644
--- a/deploy/olm-catalog/awx-operator/manifests/awx.ansible.com_awxs_crd.yaml
+++ b/deploy/olm-catalog/awx-operator/manifests/awx.ansible.com_awxs_crd.yaml
@@ -135,6 +135,9 @@ spec:
               tower_node_selector:
                 description: nodeSelector for the AWX pods
                 type: string
+              tower_service_labels:
+                description: Additional labels to apply to the service
+                type: string
               tower_old_postgres_configuration_secret:
                 description: Secret where the old database configuration can be found
                   for data migration
diff --git a/roles/installer/defaults/main.yml b/roles/installer/defaults/main.yml
index f5225614..7f8a0d60 100644
--- a/roles/installer/defaults/main.yml
+++ b/roles/installer/defaults/main.yml
@@ -9,6 +9,12 @@ database_username: "{{ deployment_type }}"
 tower_task_privileged: false
 tower_ingress_type: none
 
+# Custom labels for the tower service. Specify as literal block. E.g.:
+# tower_ingress_annotations: |
+#   environment: non-production
+#   zone: internal
+tower_service_labels: ''
+
 # Add annotations to the ingress. Specify as literal block. E.g.:
 # tower_ingress_annotations: |
 #   kubernetes.io/ingress.class: nginx
diff --git a/roles/installer/templates/tower_service.yaml.j2 b/roles/installer/templates/tower_service.yaml.j2
index 5f8a1582..ea303c61 100644
--- a/roles/installer/templates/tower_service.yaml.j2
+++ b/roles/installer/templates/tower_service.yaml.j2
@@ -9,6 +9,7 @@ metadata:
     app.kubernetes.io/part-of: '{{ meta.name }}'
     app.kubernetes.io/managed-by: '{{ deployment_type }}-operator'
     app.kubernetes.io/component: '{{ deployment_type }}'
+    {{ tower_service_labels | indent(width=4) }}
 {% if tower_ingress_type | lower == 'loadbalancer' and tower_loadbalancer_annotations %}
   annotations:
     {{ tower_loadbalancer_annotations | indent(width=4) }}