If the Obama administration can’t get young, healthy people to enroll in Obamacare (against their best interests in many instances) the system will almost instantly be overwhelmed by older sick people. The government needs the spritely to join so that they can subsidize the cost of the less spritely.
To do this HHS is actively trying to get the NFL and NBA to spread the pro-Obamcare word. It is also leveraging its connections in Cronywood.
(From The Hill)
Celebrity spokespeople for the law would help to connect key demographics — such as young people — to their new benefits. The participation of young, healthy men in the exchanges is especially vital for keeping the markets stable and premium prices low(er.)