‘Where is Conflict of interest’ asks Sourav Ganguly on brand association with JSW Cement

Questions are being raised over BCCI president Sourav Ganguly’s association with the JSW Cement. It is being alleged that the Board president is in conflict of interest as he is seen endorsing the company. Ganguly along with the Indian football captain Sunil Chettri recently signed with JSW Cement to promote their products. But now his role as brand endorser for the company whose promoters owns a IPL team is being questioned over conflict of interest issue. 
Is Sourav Ganguly under Conflict of Interest as he endorses JSW Cement?
The promoters of JSW Cement have a direct link with the IPL franchise of Delhi Capitals. JSW Cement’s Managing Director Parth Jindal is also the director of JSW Sports – the part owners of the IPL team Delhi Capitals. In an interview to the Indian Express, Ganguly however dismissed any ‘conflict of interest’ issue in the association. 
Speaking to The Sunday Express, Ganguly, who has been mentor of Delhi Capitals in the past, insisted his new role as brand ambassador of JSW Cement didn’t overlap with his duties as BCCI president. “How do I influence? I am not brand ambassador of JSW Sports (which handles Delhi Capitals in IPL). I don’t think the cement company is a sponsor of the (Delhi Capitals) team. I don’t see any conflict in it. I am not associated with their cricket; had I been, it would have been a conflict,” Ganguly said.
How does the BCCI Constitution define ‘Conflict of Interest’
“When the BCCI, a Member, the IPL or a Franchisee enter into contractual arrangements with entities in which the individual concerned or his/her relative, partner, or close associates has an interest. This is to include cases where family members, partners or close associates are in positions that may, or may be seen to compromise an individual’s participation, 
performance and discharge of roles.”
According to this hypothesis, Ganguly’s role as brand ambassador of JSW Cement clearly qualifies for ‘Conflict of Interest’ issue. 
This is not the first time that Dada has been questioned over his professional brand engagements. In past as well there have been numerous occasions, when Ganguly has been called for the issue. 
Ganguly’s association with My11Circle also questioned in past !

Can the Board of Control for Cricket in India president promote the brand that directly competes with a BCCI sponsor? Wouldn’t that amount to a conflict of interest? If the answer is yes, BCCI President Sourav Ganguly is continuously being seen endorsing fantasy cricket brand My11Circle, which is in direct competition with the BCCI sponsor and India’s leading sports fantasy platform Dream11.