A five-time NBA champion, the Los Angeles Lakers great died aged 41 in a helicopter crash in January 2020.
After scoring two touchdowns in Sunday's win, Kupp was named the Super Bowl's Most Valuable Player and wore a Lakers Bryant jersey during the Rams' trophy parade on Wednesday.
"Kobe is a part of this," said Kupp. "He belongs here, he set the standard."
In the six years since returning to LA from St Louis, the Rams have built a star-studded roster and beat the Cincinnati Bengals 23-20 to claim the team's second Super Bowl win.
