Kevin Costner and Hoda Kotb were hamming it up at the Super Bowl with flirty selfies and a source exclusively tells Life & Style they’re closer off camera than a lot of people realize — as they look to hang out and build a friendship in the months ahead.

“Hoda and Kevin do the whole flirting thing more for a gag than anything,” the insider says. “They know it gets people talking and they think it’s hilarious, but neither of them are really serious about taking this out of the friend zone.”

The former Today host, 60, even joked around with Us Weekly reporters about the constant dating rumors while at the Runway for Recovery’s fashion show in New York City, saying, “Isn’t it sort of weird that he always ends up where I am? … I mean, I’m just living my life, and there he is. It just keeps happening.”

“When is it not a coincidence anymore? That’s what I was wondering,” she added.

Though, as the source notes, despite the Yellowstone star, 70, going through a brutal divorce from ex Christine Baumgartner – he’s now paying about $63,000 in monthly support – and openly looking for love, his relationship with Hoda is completely platonic, though they do seem to enjoy each other’s company.

“Hoda fully admits she thinks Kevin is a hunk, but she’s not pursuing him,” the insider insists. However, as Life & Style previously reported, Kevin has been rumored to be eyed by and eyeing up a few other women, including a newly-divorced Jennifer Lopez, who is 55, Kyle Richards, now 56, Sandra Bullock, 60, Madonna, 66 and even Kelly Clarkson, 42.

“Let’s face it, he’s likely going to end up with a woman at least 20 years younger than him, if not more, that’s just a reality and Hoda is fine with it,” the source admits.

A second source previously told Life & Style Kevin’s not exactly down on his luck post-divorce. “He’s been on several dates with women who are trusted and vetted by friends and is having some good rebound fun,” that insider said.

That’s all well and good for Hoda, too, the first source insists. “She’s more than happy to be friends, he’s a great friend to have. Not only is he super interesting, he’s also very hospitable and generous, he’s always flying people in his private jet and he loves hosting people.”

The two first kicked off dating rumors after some sizzling chemistry between Hoda and the Horizon creator during a June 2024 interview she conducted while she was still hosting Today alongside Jenna Bush Hager. Afterwards, she admitted to admiring his cowboy ways, which include eating beans directly from the can, marking a far more down to earth personality than most Hollywood A-listers.

The feeling is mutual. “Kevin gets a huge kick out of Hoda, he’s widening his social circle and says she’s a great fit,” the insider says. “He’s planning a big bash this summer at his place in California and she’ll for sure be on the invite list.”