In 2009, Serbia was holding the presidency of the so-called Decade of Roma Inclusion program, aimed at combating discrimination against Roma in Europe. Also in 2009 the world championships for student sports found place in Belgrade, the Universiade. The documentary shows how city branding on the basis of the Universiade and all kinds of private and financial interests that were involved, led to the radical exclusion of Roma living in one of the ghettos of Belgrade. It puts the exclusion of Roma around the sporting event in the broader context of neo-liberalism in Europe and the connection with the continued existence of various camps where Roma live.