While most of the attention is focused on the 2026 World Cup, Guadalajara Chivas is taking a different approach off the pitch. The exhibition 'Fuera de Cancha. Collective Photography and Imagination from Club Deportivo Guadalajara' aims to analyze the social, cultural, and symbolic impact that the Rebaño has had on the daily life of Guadalajara. The show opened on June 7 and will be available until July 26 at PLATAFORMA Arte Contemporáneo, one of the city's most important cultural spaces. The project is part of the activities accompanying the celebration of the World Cup in Guadalajara and proposes a different view of the red-and-white institution, moving away from sports results to focus on its role within the tapatía identity. Unlike a traditional football exhibition, 'Fuera de Cancha' does not revolve around championships, players, or historical moments within the playing field. Its goal is to show how Guadalajara Chivas has transcended the sports arena to become an integral part of the collective memory of different generations of fans. To achieve this, the exhibition brings together works by artists and photographers such as Simón Barber and Gonzalo Lebrija, who portray the presence of Guadalajara in unusual scenarios for football. The images show the club integrated into markets, streets, public spaces, theaters, and different corners of the city, reflecting the way the red-and-white fanbase interacts with their environment beyond the 90 minutes of a match. Another central axis of the exhibition is the evolution of the club's institutional image. The show addresses different moments in the recent history of Guadalajara, including the transformation processes driven by Jorge Vergara's management and their continuity under Amaury Vergara's administration. Through photographs, publications, and archival materials, it explores how Guadalajara Chivas built an identity that transcends sports and directly links to popular Mexican culture.