their coach, pat fitzgerald, says that's compensation enough for student athletes. >> i'm a football coach, i'm a teacher, i'm an educator, alright? this isn't what i signed up to be, i signed up to help these guys develop to be the best they can be, not to be an employer. >> but in january, his players demanded to be considered employees, becoming the first college team to seek a union. >> guys come in here and bash all day, then then they're injured 5 years down the road and they get nothing. >> right now, athletes don't receive long-term medical care, and can't collect a paycheck or form a union. the national collegiate athletic association -- or ncaa -- sets the rules for college sports. but those rules could soon be overturned. fault lines investigates the multi-billion-dollar business of college football, the players who produce that wealth, and their demands for a more equitable game. >> i just hope the ncaa does understand that some things do need to change. >> the first thing right behind me, you guys see our lovely bookstore. lots of orange apparel. you guys all got coupons