Competitive branding between Bahrain, Qatar and UAE has occurred on different levels of investment through the medium of the Gulf State Sovereign Wealth Funds (SWFs). This has happened across a number of sectors: oil and gas, finance, real estate, automotive and entertainment, but Vision 2030 for the three states gives a sense of duplicating strategies. As they aim to diversify their economies and create jobs, they have also duplicated efforts, perhaps leading to a misallocation of resources. Does the Gulf really need three or four financial hubs? If it does, then theoretically – ceteris paribus – for all of them to function and thrive, there should be a high level of specialisation to avoid cannibalisation. In order to accumulate assets for future generations of their citizens the Gulf State SWFs need to coordinate efforts.