WENN / Reuters 1 / 16
WENN / Reuters 1 / 16

The cliché of a rich and powerful star hooking up with a dewy, scantily clad model is a cliché for a reason: It happens a lot. The New York Daily News says the latest such "hot and heavy" pairing kicked off March 24 in Miami Beach, as Diddy cozied up to Sports Illustrated swimsuit cover blonde Kate Upton.

"They were kissing," alleges an eyewitness at hot spot LIV. "They weren't hiding it."

Fast-forward to last Thursday, when Diddy, 43, reportedly rendezvoused with Upton, 20, at New York eatery Gemma for an "intimate dinner."

Alas, we won't have a chance to use the paper's proposed nickname of Diddy-Up. Both parties have denied any saliva swapping took place.

"Attention all Media," tweeted Diddy. "I don't even know Kate Upton personally! I'm not dating her ! What's being reported is not true. END of story!"

Echoed Upton of the make-out reports, "Really??? Not at all true."

The mogul has long been linked to Cassie, a romance he acknowledged via Twitter last September. "I'm a very lucky man #knowthat," Diddy said below a picture of the singer, whose first album in seven years is due on this week. Prior to that, he allegedly enjoyed a sometime dalliance with Cameron Diaz.

Upton, for her part, split with Detroit Tigers pitcher Justin Verlander earlier this year.