The solubilization of water insoluble OTPh and P3HT in NaDC hydrogels shows that simple supramolecular systems can be used to maintain the properties of conjugated oligomers and polymers in hydrogels and can increase the photostability of these molecules. The solubilization mechanism where the oligomer and polymer form self-assemblies with NaDC aggregates that retain their structure suggests that this mechanism can operate for a wide range of polymers. The key to design viscoelastic materials incorporating functional polymers using a supramolecular approach is to identify gelating systems where the immobile phase is formed from assemblies that can adapt to the incorporation of molecules with different sizes but maintain the original structure of the gel. The added advantage of this approach is that the mechanical properties of the gels will be similar in the absence and presence of the functional polymer and the mechanical properties can be selected from the known properties of these gels in the absence of polymers.