When you specify multiple server like below, I get how to put the cookie and its value, but how to specify the cookie value in a server-template configuration. Because there you have one line that could match multiple servers. So putting a static value there, does not make sense.
backend bk_web balance roundrobin cookie JSESSIONID prefix nocache server s1 192.168.10.11:80 check cookie s1 server s2 192.168.10.21:80 check cookie s2 https://www.haproxy.com/blog/load-balancing-affinity-persistence-sticky-sessions-what-you-need-to-know/