 The Highlanders ' franchise area consists of the region controlled by the North Otago , Otago and Southland Rugby Unions . Both Otago and Southland compete in the semi @-@ professional ITM Cup ( formerly the Air New Zealand Cup ) , and North Otago in the amateur Heartland Championship . However , given Otago and Southland 's lack of success in the ITM Cup , the Highlanders have often looked further afield to sign players from . This is a reflection of Otago 's historically large influx of people from distant lands during the early settlement period , particularly from the Celtic countries of Scotland and Ireland . 
