President Obama's new campaign begins this week and is tied to the annual basketball bonanza.
Athletes and coaches will be part of the push to encourage Americans to sign up for health care before the March 31 deadline.
Those who don't sign up will pay a penalty.
The White House will also release a "16 sweetest reasons to get covered bracket."
Magic Johnson, Alonzo Mourning and Lebron James will help make the pitches on television, radio, digital, online, and social media.