Rams quarterback Matthew Stafford has come under fire after turning away from a woman who fell off stage at the end of wild Superbowl celebrations in Los Angeles.

Footage shows the woman falling backwards off the stage as she attempted to take a photo of Stafford and wife Kelly with a mobile phone.

While a shocked Kelly Stafford attempts to help the woman, the Rams star shows a moment of surprise before turning away and casually drinking from a water bottle.

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There has so far been no update on whether the woman was injured in the incident.

Stafford had earlier been filmed drinking from a Don Julio 1942 tequila bottle while making his victory speech to Rams fans.

"I'm so damn happy to be up here with you guys, celebrating this shit," he said before taking a swig of his drink.

"Let's go y'all. I’m gonna bring a little Southern hospitality to this. I love this so much. You guys have been unbelievable all year. And you know what? We appreciate you."

The drinking, smoking and partying of the Rams players led retiring NFL superstar Tom Brady to tweet that Stafford needed to 'mix some water in' to his drinking routine.

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Brady was famously pictured being helped through a crowd of photographers last year in Tampa Bay after wild celebrations following the Buccaneers's Super Bowl victory.

Fans lined sidewalks along the mile-long parade route in Los Angeles as team members passed around the Lombardi Trophy, chugged champagne and waved from open-top double-decker buses that rolled to a plaza outside Los Angeles Memorial Coliseum.

Awaiting them was a sea of yellow and blue, a throng of supporters waving flags and decked out in Rams gear.

"It’s a testament to this team and the guys that are standing up here, the work that we put in, that we were able to bring this back to this city that demands nothing less than a world championship," said game MVP Cooper Kupp, who wore a Kobe Bryant Lakers jersey.

His teammates puffed cigars and sprayed bubbly from magnum bottles in a loosely organised party atop a crowded stage covered in confetti.

"I’ve been having a lot of fun ... so if I slur my words, I apologise,” defender Aaron Donald, who was shirtless and slugged champagne, said.

"Look at this trophy right here! Look at it! That’s what it’s all about!”

The celebrating began Sunday when the Rams beat the Cincinnati Bengals 23-20 after a 79-yard final drive by Stafford that ended with a 1-yard TD toss to Kupp.

Three LA sports teams have won championships in the past two years, but the Lakers and Dodgers didn’t get victory parades because of the COVID-19 pandemic. The Rams' party came the same day that Los Angeles County lifted its outdoor mask mandate as coronavirus case rates and hospitalisations continue to fall.

The Coliseum was for decades home to the Rams, who now compete at SoFi Stadium in neighbouring Inglewood, where the Super Bowl was played.

Inglewood Mayor James T. Butts Jr. was on hand Wednesday to give the key to his city to team owner Stan Kroenke.

AP/ABC