Strange 'No Reaction' in Stadium Fire

It's well known that soccer fans can be fanatical.  Brawls in the stands, on the field, between players and refs, between fans and players seem to be a normal and even expected occurrence.

Yet I think this video takes the cake - a fire breaks out in the stadium, but the players don't stop playing and the fans keep watching the game.  The fire all around them is just a minor distraction.