The former Black Sabbath frontman, who is known to be an ardent Villans fan, starred in the club's kit launch video for the upcoming 2024/25 campaign. The video also featured striker Ollie Watkins and goalkeeper Emi Martinez alongside manager Unai Emery. In the end, along with other fans and the players, Osbourne can be seen shouting 'Up the Villa' at the top of his voice. The club also used Black Sabbath's famous song 'Paranoid' as background music in the video.