CNN — Traditionally billions of viewers watch the World Cup, and as they concentrate on what is happening on the pitch, the names of some of the world’s biggest companies flash behind the players on a rolling, technicolored loop – Budweiser, Visa, Coca-Cola, Qatar Airways, Adidas, McDonalds, Wanda, Vivo, Hyundai Kia. But Qatar 2022 is different. Many of these brands, particularly those with Western world roots, have become caught in the geopolitical crosshairs of this tournament, balancing their sponsorship with criticisms levelled at FIFA, soccer’s world governing body, and Qatar, the host, notably around human rights issues. Not that it...