CHARLOTTE, N.C. — Hall of Fame Racing became the latest NASCAR team to use a merger to stave off collapse, aligning Tuesday with Yates Racing to keep its operation running into the new season.

The team quickly signed former Cup Series champion Bobby Labonte to drive the No. 96 Ford, which will operate out of Yates’ shop, and secured primary sponsorship from search engine Ask.com.

Ask also signed on as “the official search engine of NASCAR,” in two separate deals that bring new money into NASCAR at a time most of the industry is scouring the crumbling economic market for funding. Ask also is exploring marketing, at-track displays and media opportunities with various track operators.

“My feeling was, there’s no better time to come in than now because there’s less clutter,” said Ask CEO Jim Safka. “In our research, NASCAR fans really understand and support the sponsors. As others are pulling out, my hope is it gives Ask.com a better chance to earn their respect and their business.

“When other people are battening down the hatches, I think it’s a good opportunity to step on the gas pedal.”

Ask’s sponsorship of the No. 96 is for the first 18 races of the season, which begins with next month’s Daytona 500, with an option to buy more as the year goes on.

Tom Garfinkel, co-owner of Hall of Fame Racing, said Ask’s management team has proposed various new marketing ideas that will be new to NASCAR.

Meanwhile, the sponsorship and signing of Labonte saved the race team that was founded by former Dallas Cowboys quarterbacks Troy Aikman and Roger Staubach.

“With our new Yates partnership and having a true champion and class person in Bobby Labonte behind the wheel, we’re expecting great things on the race track,” said Garfinkel.

Labonte, the 2000 series champion, obtained his release from Petty Enterprises last month because of the turmoil surrounding that race team. Petty ultimately announced a merger last week with Gillett Evernham Motorsports.

Hall of Fame, meanwhile, ended its technical alliance with Joe Gibbs Racing at the end of last season, then laid off most of its work force last month as sponsorship difficulties put its 2009 schedule in doubt. The building that the team leased was also put up for sale.

Under the new alignment, Hall of Fame’s No. 96 will switch to Ford and operate out of Yates’ recently expanded facility. The No. 96 used multiple drivers last season after J.J. Yeley was fired midway through the year.

Yates fielded cars last year for Travis Kvapil and David Gilliland, and is adding Paul Menard to its roster this season. It’s not clear if both Kvapil and Gilliland will be back for full seasons this year, as both drivers are still seeking sponsorship. Doug Yates and Max Jones will remain co-owners of the Yates cars.

Hall of Fame’s car will continue to be owned by Jeff Moorad, who recently resigned as chief executive officer of the Arizona Diamondbacks to pursue purchasing the San Diego Padres, and Garfinkel, the Diamondbacks chief operating officer. They bought the team late in 2007 from Aikman and Staubach, but struggled to a 39th-place finish in the final owner standings.

“Jeff Moorad and I knew it would take time to construct the right model to improve our competitive position in the sport and we think we’ve come a long way to achieving that through our association with Yates Racing,” Garfinkel said.

Yates general manager Max Jones said the alliance would help Yates continue its growth. The team was restructured in late 2007 when Doug Yates bought out his father, Robert, and formed a partnership with Roush Fenway Racing.

“This partnership with Hall of Fame is a great stepping stone for the Yates organization,” Jones said. “Through this partnership, we are able to continue the expansion of our shop and field another Sprint Cup entry. We, along with Ford Racing, welcome Hall of Fame Racing and look forward to a very successful season.”