You can't hand out Burger King coupons inside a McDonald's.
You can't paint your company's logo on another company's front door.
But they are doing it to the Sentinel's website... And making a profit from it.

The Orlando Sentinel's website is their front door, their billboard, their marketing tool, their catalog.
It's their virtual office where they provide their products and services.
It's their brand, their face, their property.

The Orlando Sentinel should consider (and view through their own testing) the possibilities of who else may buy ad space that triggers off of their domain name and their site's content.

Further resources.