The layered perovskite Sr 2 RuO 4 is a most intensively studied superconductor, but its pairing mechanism, which is often coupled intimately with magnetic fluctuations in correlated materials, is still an open question.Here we present a systematic evolution of the Seebeck coefficient in Co-and Mn-substituted Sr 2 RuO 4 single crystals, in which ferromagnetic and antiferromagnetic glassy states respectively emerge in proximity to the superconducting phase of the parent compound. We find that the Seebeck coefficient S divided by temperature T , S /T , shows a maximum near characteristic temperatures seen in the irreversible magnetization M ir in both of the Co-and Mn-substituted crystals, demonstrating both of the ferromagnetic and antiferromagnetic fluctuations to enhance the Seebeck coefficient. Interestingly, S /T increases with lowering temperature in the parent compound, reminiscent of non-Fermi-liquid behavior, indicating an essential role of coexisting ferromagnetic and antiferromagnetic fluctuations for the itinerant electrons in Sr 2 RuO 4 .