Abstract: The arrival of the era of media convergence has changed the audience's cognition of information dissemination and the way of information dissemination. Such changes also put forward new requirements for the disseminators of sports culture, thus pushing forward the cultivation of sports communication talents. Based on the competency theory, this paper discusses the deepening training strategy of Sports Culture Communication Talents' practical ability in the era of financial media. It is hoped that the progressive learning and practical ability improvement can be carried out from the four progressive stages of single subject practical skills, interdisciplinary scientific and technological ability practice, school competition project practice and social enterprise practice, so as to tap students' internal potential, change their learning motivation and clarify their self angle Color positioning complements the short board and feedback to teaching, so as to comprehensively improve the training efficiency of sports culture communication talents.

Key words: Media age, Sports culture communication talents, Competency theory, Practical ability, Deepening training