amidst the closings, supervalu remodeled and updated many shaw's stores, which has continued under albertsons ownership. in late 2010, supervalu introduced a newly redesigned website for shaw's; the website design is shared with sister store jewel-osco. shaw's also, during that time, increased their marketing efforts, partnering with the new england patriots and the boston red sox radio network as their "official supermarket", airing advertisements frequently on new england radio stations, and maintaining a facebook page with more than 93,000 fans.