中国北车既不是2014年巴西世界杯的赞助商,也没有进行任何广告投入。而是充分借助世界杯契机,创新品牌推广形式、策划系列公关活动,借助重要节点、积极与新闻媒体沟通,实现了非赞助企业在世界杯期间的一飞冲天。本文通过分析中国北车“开往世界杯的中国地铁”品牌传播方案设计、实施路径和传播效果,寻找非赞助企业如何在世界大赛中脱颖而出的经验。 CNR neither sponsor the 2014 Brazil World Cup, nor did any advertising investment. But take full advantage of the World Cup opportunity to innovate the form of brand promotion, planning a series of public relations activities, with important nodes, and actively communicate with the news media to achieve a non-sponsored enterprises soar during the World Cup. This article attempts to find out how non-sponsored companies can stand out in the world competitions by analyzing the design, implementation and dissemination of CNR CNR’s brand communication programs for the World Cup.