capitalization - Capitalizing "the" when mid-sentence in a company name?


Consider a company called:



The Association of Examples Ltd.



When you refer to this company, should you have to capitalize "the" when it's mid-sentence and would have been used even if it wasn't in the name?


It looks odd to me:



In other news, The Association of Examples announced that...


Sarah is the founder of The Association of Examples and has...



But I imagine it's the correct way.


For the grammar-conscious, why or why not?



To give you context, I am asking also when branding ones own company like that. The Economist did it (as did Fitzgerald for The Great Gatsby) and Wikipedia authors adhere, but I can imagine it can cause confusion.




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