A rotary valve seal for a coolant control valve is provided that offers improved sealing with a rotary valve body. The rotary valve seal includes a central axis, a cylindrical seal body, and a seal skeleton. The cylindrical seal body has a first stiffness and a first end that is configured with a radially outwardly extending flange. The seal skeleton, having a second stiffness and embedded within the cylindrical seal body, has a plurality of fingers circumferentially arranged within the flange. The second stiffness can be greater than the first stiffness. The plurality of fingers and flange can define alternating stiffness zones. The first end of the seal body and the flange define a bottom surface configured for sealing engagement with a rotary valve body. The rotary valve body can be shaped in the form of at least one spherical segment.