diff --git a/internal/pipe/blob/blob_test.go b/internal/pipe/blob/blob_test.go
index dd4fc30a3d4..b660daeef99 100644
--- a/internal/pipe/blob/blob_test.go
+++ b/internal/pipe/blob/blob_test.go
@@ -4,6 +4,7 @@ import (
 	"fmt"
 	"testing"
 
+	"github.com/goreleaser/goreleaser/internal/testlib"
 	"github.com/goreleaser/goreleaser/pkg/config"
 	"github.com/goreleaser/goreleaser/pkg/context"
 	"github.com/stretchr/testify/require"
@@ -169,6 +170,38 @@ func TestURL(t *testing.T) {
 		require.NoError(t, err)
 		require.Equal(t, "gs://foo", url)
 	})
+
+	t.Run("template errors", func(t *testing.T) {
+		t.Run("provider", func(t *testing.T) {
+			_, err := urlFor(context.New(config.Project{}), config.Blob{
+				Provider: "{{ .Nope }}",
+			})
+			testlib.RequireTemplateError(t, err)
+		})
+		t.Run("bucket", func(t *testing.T) {
+			_, err := urlFor(context.New(config.Project{}), config.Blob{
+				Bucket:   "{{ .Nope }}",
+				Provider: "gs",
+			})
+			testlib.RequireTemplateError(t, err)
+		})
+		t.Run("endpoint", func(t *testing.T) {
+			_, err := urlFor(context.New(config.Project{}), config.Blob{
+				Bucket:   "foobar",
+				Endpoint: "{{.Env.NOPE}}",
+				Provider: "s3",
+			})
+			testlib.RequireTemplateError(t, err)
+		})
+		t.Run("region", func(t *testing.T) {
+			_, err := urlFor(context.New(config.Project{}), config.Blob{
+				Bucket:   "foobar",
+				Region:   "{{.Env.NOPE}}",
+				Provider: "s3",
+			})
+			testlib.RequireTemplateError(t, err)
+		})
+	})
 }
 
 func TestSkip(t *testing.T) {
diff --git a/internal/pipe/blob/upload.go b/internal/pipe/blob/upload.go
index 98a4356f7c9..76e0d5af346 100644
--- a/internal/pipe/blob/upload.go
+++ b/internal/pipe/blob/upload.go
@@ -35,20 +35,35 @@ func urlFor(ctx *context.Context, conf config.Blob) (string, error) {
 		return "", err
 	}
 
-	bucketURL := fmt.Sprintf("%s://%s", conf.Provider, bucket)
+	provider, err := tmpl.New(ctx).Apply(conf.Provider)
+	if err != nil {
+		return "", err
+	}
 
-	if conf.Provider != "s3" {
+	bucketURL := fmt.Sprintf("%s://%s", provider, bucket)
+	if provider != "s3" {
 		return bucketURL, nil
 	}
 
 	query := url.Values{}
-	if conf.Endpoint != "" {
-		query.Add("endpoint", conf.Endpoint)
+
+	endpoint, err := tmpl.New(ctx).Apply(conf.Endpoint)
+	if err != nil {
+		return "", err
+	}
+	if endpoint != "" {
+		query.Add("endpoint", endpoint)
 		query.Add("s3ForcePathStyle", "true")
 	}
-	if conf.Region != "" {
-		query.Add("region", conf.Region)
+
+	region, err := tmpl.New(ctx).Apply(conf.Region)
+	if err != nil {
+		return "", err
+	}
+	if region != "" {
+		query.Add("region", region)
 	}
+
 	if conf.DisableSSL {
 		query.Add("disableSSL", "true")
 	}
diff --git a/www/docs/customization/blob.md b/www/docs/customization/blob.md
index 4f262c57a5d..355d93b829b 100644
--- a/www/docs/customization/blob.md
+++ b/www/docs/customization/blob.md
@@ -10,20 +10,27 @@ Google GCS.
 blobs:
   # You can have multiple blob configs
   -
-    # Template for the cloud provider name
-    # s3 for AWS S3 Storage
-    # azblob for Azure Blob Storage
-    # gs for Google Cloud Storage
+    # Cloud provider name:
+    # - s3 for AWS S3 Storage
+    # - azblob for Azure Blob Storage
+    # - gs for Google Cloud Storage
+    #
+    # Templateable.
     provider: azblob
 
     # Set a custom endpoint, useful if you're using a minio backend or
     # other s3-compatible backends.
+    #
     # Implies s3ForcePathStyle and requires provider to be `s3`
+    #
+    # Templateable.
     endpoint: https://minio.foo.bar
 
     # Sets the bucket region.
     # Requires provider to be `s3`
     # Defaults to empty.
+    #
+    # Templateable.
     region: us-west-1
 
     # Disables SSL
@@ -32,6 +39,8 @@ blobs:
     disableSSL: true
 
     # Template for the bucket name
+    #
+    # Templateable.
     bucket: goreleaser-bucket
 
     # IDs of the artifacts you want to upload.