Reputational damage is the only immediate answer, although I'd be astonished if USM and the other entities he controls aren't pulled in to the sanctions regime eventually.USM are still sponsoring FF etc. so why can't they still buy the naming rights...
Given how fast other teams and the governing bodies are pulling away from Kremlin linked sponsorship i find it difficult to see how we can do anything other than dump USM. The whole thing will become an impossible distraction otherwise.