Racism in Sports

KC
Just wondering, have any of you heard about this? The article below describes a football/soccer game in Serbia over the weekend where a black Brazilian player was left in tears after being subjected to racist chants throughout the entire game. 
The article then goes on to discuss previous instances in Serbia where other teams had similar racist encounters. 
In the US, it's not often that we hear about such horrific racism at sporting events within our country. The UK has an infamous "Show Racism the Red Card" campaign that's been around for years. I believe that Europe has a similar campaign but that clearly doesn't seem to be working. What are your thoughts on how the club and leagues (UEFA + FIFA) should address this ongoing issue? Have you experienced or witnessed anything similar in sports? 
Full article can be found here, while screenshots are below: http://www.mirror.co.uk/sport/football/news/belgrade-derby-marred-racist-chanting-9853936