'Keep him good company'

Men, one last thing before we go, we have a technician who will join us today for this mission. You know him well, his name is George Ovechkin, he's a nuclear engineer. I hope you will keep him in good company. That's all for the mission briefing. Let's head out to the battlefield!

Isn't the expression 'keep him in good company' only used when the person that's referred by 'him' is relatively new? It sounds odd if you say it to someone who is often seen hanging out with the people to whom this is said.

Please feel free to correct any mistake I've made while writing this.