The match Serbia vs. Switzerland was very special even for Albanians, as two key figures of Swiss are of Albanian origin, Granit Xhaka and Xherdan Shaqiri. 

If Serbia were to defeat Switzerland with many goals then they could have been qualified in the next round, while it was enough for Switzerland even a draw to sent them through next round, that's why Serbian national team and fans were in stress all the time. 

However, Xherdan Shaqiri scored the first goal of the match making difficult for Serbia, while making shush gesture as he was insulted all the time when touching the ball. 

Granit Xhaka's gesture towards Serbs after Serbian coach and players' insults.

Dejan Stojkovic insulting Albanians in Serbian language.

One of the most shameful moments was when Serbia scored the second goal, making it 2:1, with their coach, Dejan Stojkovic insulting Albanian players in Serbian language by saying "F**k in the p***y your Albanian mother", which was caught in the camera. 

Insults continued from Serbian bench leading Granit Xhaka to respond them by a gesture which caused the further heating of temper in Serbian players off the pitch. 

Four minutes before the end of the match, Serbs were desperately trying to score at least two goals in order not to qualify themselves for next round, but only to cause Switzerland fall in the third place, in this way Cameroon would have gone through next phase. 

At this point, Milenkovic has a physical clash with Granit Xhaka pushing him, while many other Serbian players came to his help, with Xhaka being alone against them but not retreating. It was only Embolo who approached and then the referee intervened to avoid further escalation of the dispute. 

This is what happened in the pitch. While in the stands of the stadium there was another shameful episode, as Serbian fans shouted "Kill the Albanians". 

Recall that in 1998-1999, Serbia has launched a military attack in Kosovo killing thousand of civilians, while NATO intervention give an end to Slobodan Miloshevic's massacres in Kosovo.