Activate profile when a certain Maven goal is run

I'm looking for a generic solution to enable a Maven profile when a certain Maven goal is run. For example, if I run

mvn site

I also want to activate the profile reporting automatically. I don't want to do it manually, e.g., using:

mvn site -Preporting

I expected that in the activation part of a profile I can specify a Maven goal, triggering the profile to get enabled, but this doesn't seem the case.

Another idea was that I could somehow configure a property to get set if a certain goal is run, because a profile can be activated by a property. But I haven't really found a way how to do that.

Is there a generic solution?