Since 2020, APO Group has been the Official Sponsor of the Sports for Education and Economic Development (SEED) Project, supporting the next generation of Africans through basketball and education.

SEED Project works with under-privileged African youth to provide quality education, high performance sports training, and the leadership tools ‘to make big dreams come true’. Other prominent partners of SEED include Nike and the National Basketball Association (NBA).

The company owned by Nicolas, APO Group, is also the public relations agency of the Basketball Africa League (BAL), and of the NBA in Africa.