diff --git a/osbs/api.py b/osbs/api.py
index 186bf534..bf9d07e8 100644
--- a/osbs/api.py
+++ b/osbs/api.py
@@ -27,6 +27,7 @@
 from osbs.utils.labels import Labels
 # import utils in this way, so that we can mock standalone functions with flexmock
 from osbs import utils
+from osbs.utils.otel import get_current_traceparent, init_otel
 
 
 def _load_pipeline_from_template(pipeline_run_path, substitutions):
@@ -254,6 +255,8 @@ def _get_binary_container_pipeline_data(self, *, buildtime_limit, user_params,
 
     @osbsapi
     def create_binary_container_build(self, **kwargs):
+        init_otel(otel_url=self.os_conf.get_otel_url(),
+                  traceparent=kwargs.get('traceparent', None))
         return self.create_binary_container_pipeline_run(**kwargs)
 
     @osbsapi
@@ -299,6 +302,15 @@ def create_binary_container_pipeline_run(self,
 
         req_labels = self._check_labels(repo_info)
 
+        if 'traceparent' in kwargs:
+            # we are effectively making current span as parent here
+            # if the traceparent is not updated then child call will
+            # be linked to the parent of current call
+            traceparent = get_current_traceparent()
+            kwargs.update({
+                'traceparent': traceparent
+            })
+
         user_params = self.get_user_params(
             base_image=repo_info.base_image,
             component=component,
@@ -309,6 +321,7 @@ def create_binary_container_pipeline_run(self,
             req_labels=req_labels,
             repo_info=repo_info,
             operator_csv_modifications_url=operator_csv_modifications_url,
+            otel_url=self.os_conf.get_otel_url(),
             **kwargs)
 
         self._checks_for_isolated(user_params)
@@ -350,6 +363,8 @@ def _get_source_container_pipeline_data(self, *, user_params, pipeline_run_name)
 
     @osbsapi
     def create_source_container_build(self, **kwargs):
+        init_otel(otel_url=self.os_conf.get_otel_url(),
+                  traceparent=kwargs.get('traceparent', None))
         return self.create_source_container_pipeline_run(**kwargs)
 
     @osbsapi
@@ -371,11 +386,20 @@ def create_source_container_pipeline_run(self,
         if error_messages:
             raise OsbsValidationException(", ".join(error_messages))
 
+        if 'traceparent' in kwargs:
+            # we are effectively making current span as parent here
+            # if the traceparent is not updated then child call will
+            # be linked to the parent of current call
+            traceparent = get_current_traceparent()
+            kwargs.update({
+                'traceparent': traceparent
+            })
         user_params = SourceContainerUserParams.make_params(
             build_conf=self.os_conf,
             component=component,
             koji_target=target,
             koji_task_id=koji_task_id,
+            otel_url=self.os_conf.get_otel_url(),
             **kwargs
         )
 
diff --git a/osbs/build/user_params.py b/osbs/build/user_params.py
index b276c3a3..31b4e243 100644
--- a/osbs/build/user_params.py
+++ b/osbs/build/user_params.py
@@ -86,6 +86,7 @@ class BuildCommon(BuildParamsBase):
     koji_target = BuildParam("koji_target")
     koji_task_id = BuildParam("koji_task_id")
     platform = BuildParam("platform")
+    opentelemetry_info = BuildParam("opentelemetry_info")
     reactor_config_map = BuildParam("reactor_config_map")
     scratch = BuildParam("scratch")
     signing_intent = BuildParam("signing_intent")
@@ -102,6 +103,7 @@ def make_params(cls,
                     component=None,
                     koji_target=None,
                     koji_task_id=None,
+                    otel_url=None,
                     platform=None,
                     scratch=None,
                     signing_intent=None,
@@ -129,6 +131,7 @@ def make_params(cls,
         :param koji_parent_build: str,
         :param koji_target: str, koji tag with packages used to build the image
         :param koji_task_id: int, koji *task* ID
+        :param otel_url: str, opentelemetry collector URL
         :param platform: str, platform
         :param scratch: bool, build as a scratch build (if not specified in build_conf)
         :param signing_intent: bool, True to sign the resulting image
@@ -148,6 +151,13 @@ def make_params(cls,
             reactor_config = build_conf.get_reactor_config_map_scratch()
         else:
             reactor_config = build_conf.get_reactor_config_map()
+        traceparent = kwargs.get("traceparent", None)
+        opentelemetry_info = None
+        if traceparent or otel_url:
+            opentelemetry_info = {
+                "traceparent": traceparent,
+                "otel_url": otel_url,
+            }
         # Update kwargs with arguments explicitly accepted by this method
         kwargs.update({
             "component": component,
@@ -162,6 +172,11 @@ def make_params(cls,
             "scratch": build_conf.get_scratch(scratch),
         })
 
+        if opentelemetry_info:
+            kwargs.update({
+                "opentelemetry_info": opentelemetry_info
+            })
+
         # Drop arguments that are:
         # - unknown; some callers may pass deprecated params
         # - not set (set to None, either explicitly or implicitly)
diff --git a/osbs/cli/main.py b/osbs/cli/main.py
index 03cd7b0c..d3f8ce28 100644
--- a/osbs/cli/main.py
+++ b/osbs/cli/main.py
@@ -134,6 +134,8 @@ def cmd_build(args):
     }
     if args.userdata:
         build_kwargs['userdata'] = json.loads(args.userdata)
+    if args.traceparent:
+        build_kwargs['traceparent'] = args.traceparent
     if osbs.os_conf.get_flatpak():
         build_kwargs['flatpak'] = True
 
@@ -176,6 +178,8 @@ def cmd_build_source_container(args):
     }
     if args.userdata:
         build_kwargs['userdata'] = json.loads(args.userdata)
+    if args.traceparent:
+        build_kwargs['traceparent'] = args.traceparent
 
     pipeline_run = osbs.create_source_container_pipeline_run(**build_kwargs)
 
@@ -289,6 +293,8 @@ def cli():
                               help='name of each platform to use (deprecated)')
     build_parser.add_argument('--source-registry-uri', action='store', required=False,
                               help="set source registry for pulling parent image")
+    build_parser.add_argument("--traceparent", required=False,
+                              help="TRACEPARENT for opentelemetry tracing")
     build_parser.add_argument("--userdata", required=False,
                               help="JSON dictionary of user defined custom metadata")
     build_parser.set_defaults(func=cmd_build)
@@ -329,6 +335,9 @@ def cli():
     build_source_container_parser.add_argument(
         '--signing-intent', action='store', required=False,
         help='override signing intent')
+    build_source_container_parser.add_argument(
+        '--traceparent', required=False,
+        help='TRACEPARENT for opentelemetry tracing')
     build_source_container_parser.add_argument(
         '--userdata', required=False,
         help='JSON dictionary of user defined custom metadata')
diff --git a/osbs/conf.py b/osbs/conf.py
index 181cc769..b429dfbf 100644
--- a/osbs/conf.py
+++ b/osbs/conf.py
@@ -116,6 +116,16 @@ def get_openshift_base_uri(self):
         val = self._get_value(key, self.conf_section, key)
         return val
 
+    def get_otel_url(self):
+        """
+        https://<host>[:<port>]/
+
+        :return: str
+        """
+        key = "otel_url"
+        val = self._get_value(key, self.conf_section, key)
+        return val
+
     @staticmethod
     def get_k8s_api_version():
         # This is not configurable.
diff --git a/osbs/utils/otel.py b/osbs/utils/otel.py
new file mode 100644
index 00000000..17915e6a
--- /dev/null
+++ b/osbs/utils/otel.py
@@ -0,0 +1,45 @@
+"""
+Copyright (c) 2023 Red Hat, Inc
+All rights reserved.
+
+This software may be modified and distributed under the terms
+of the BSD license. See the LICENSE file for details.
+"""
+import logging
+import os
+from typing import Optional
+
+from opentelemetry import trace
+from opentelemetry.instrumentation.requests import RequestsInstrumentor
+from opentelemetry.trace import format_trace_id, format_span_id
+from otel_extensions import TelemetryOptions, init_telemetry_provider
+
+from osbs.constants import OTEL_SERVICE_NAME
+
+logger = logging.getLogger(__name__)
+
+
+def init_otel(otel_url: Optional[str], traceparent: Optional[str]):
+    span_exporter = ''
+    otel_protocol = 'http/protobuf'
+    if not otel_url:
+        otel_protocol = 'custom'
+        span_exporter = '"opentelemetry.sdk.trace.export.ConsoleSpanExporter"'
+
+    if traceparent:
+        os.environ['TRACEPARENT'] = traceparent
+    otel_options = TelemetryOptions(
+        OTEL_SERVICE_NAME=OTEL_SERVICE_NAME,
+        OTEL_EXPORTER_CUSTOM_SPAN_EXPORTER_TYPE=span_exporter,
+        OTEL_EXPORTER_OTLP_ENDPOINT=otel_url,
+        OTEL_EXPORTER_OTLP_PROTOCOL=otel_protocol,
+    )
+    init_telemetry_provider(otel_options)
+    RequestsInstrumentor().instrument()
+
+
+def get_current_traceparent(**kwargs):
+    tracecontext = trace.get_current_span().get_span_context()
+    traceparent = (f'00-{format_trace_id(tracecontext.trace_id)}-'
+                   f'{format_span_id(tracecontext.span_id)}-01')
+    return traceparent
diff --git a/requirements.txt b/requirements.txt
index 69d28577..b557c504 100644
--- a/requirements.txt
+++ b/requirements.txt
@@ -5,3 +5,8 @@ requests
 requests-kerberos
 six
 PyYAML
+opentelemetry-api==1.19.0
+opentelemetry-exporter-otlp==1.19.0
+opentelemetry-instrumentation-requests==0.40b0
+opentelemetry-sdk==1.19.0
+otel-extensions