The team's identity strikes me as a key here.
To be fair to the bids, I'm not gonna let my hate for the Crusaders make me instantly repelled to a Christchurch-based NRL team - especially if the team isn't in red & black (that's unlikely because the Perth Bears would have that staked-out), and isn't "Christchurch Somethings" or "Canterbury Somethings".
"South Island" wouldn't make sense if trying to reach out to Wellington, but "Southern" or just using the nickname like The Dolphins do? Yeah.. that could work.