Winston Biscuit Due to the heat, FIFA are looking to schedule matches to kick off after midnight UK time
https://www.bbc.co.uk/sport/football/articles/c5yqr5rvz3qo
Seems reasonable tbf. Certain matches probably don't need to be at a good time for a large European audience and may benefit in their home countries from the changes - thinking something like Paraguay vs Jamaica or South Korea vs New Zealand.
As long as games involving European teams are kept at a reasonable time for European viewers, I can't imagine there will be problems for FIFA when it comes to sponsorship or viewership.