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Kevin Costner<\/strong><\/a> and Hoda Kotb<\/strong><\/a> were hamming it up at the Super Bowl with flirty selfies and a source exclusively tells Life & Style<\/em> they\u2019re closer off camera than a lot of people realize \u2014 as they look to hang out and build a friendship in the months ahead.\u00a0<\/span><\/p>\n \u201cHoda and Kevin do the whole flirting thing more for a gag than anything,\u201d the insider says. \u201cThey know it gets people talking and they think it\u2019s hilarious, but neither of them are really serious about taking this out of the friend zone.\u201d\u00a0<\/span><\/p>\n The former Today<\/em> host, 60, even joked around with Us Weekly<\/em> reporters about the constant dating rumors while at the Runway for Recovery\u2019s fashion show in New York City, saying, \u201cIsn\u2019t it sort of weird that he always ends up where I am? \u2026 I mean, I\u2019m just living my life, and there he is. It just keeps happening.\u201d<\/span><\/p>\n \u201cWhen is it not a coincidence anymore? That\u2019s what I was wondering,\u201d she added.<\/span><\/p>\n Though, as the source notes, despite the Yellowstone<\/em> star, 70, going through a brutal divorce from ex Christine Baumgartner<\/strong> \u2013 he\u2019s now paying about $63,000 in monthly support \u2013 and openly looking for love, his relationship with Hoda is completely platonic, though they do seem to enjoy each other\u2019s company.<\/span><\/p>\n \u201cHoda fully admits she thinks Kevin is a hunk, but she\u2019s not pursuing him,\u201d the insider insists. However, as Life & Style<\/em> previously reported<\/a>, Kevin has been rumored to be eyed by and eyeing up a few other women, including a newly-divorced Jennifer Lopez<\/strong>, who is 55, Kyle Richards<\/strong>, now 56, Sandra Bullock<\/strong>, 60, Madonna<\/strong>, 66 and even Kelly Clarkson<\/strong>, 42.<\/span><\/p>\n \u201cLet\u2019s face it, he\u2019s likely going to end up with a woman at least 20 years younger<\/a> than him, if not more, that\u2019s just a reality and Hoda is fine with it,\u201d the source admits.\u00a0<\/span><\/p>\n