That is Mayor of Bet Shemesh Aliza Bloch tying the shoelaces of a young soccer/football player.

Yesterday Bloch and Bet Shemesh inaugurated the new football field with a number of events including an exhibition match between the youth teams of Beitar Jerusalem and Muni Bet Shemesh. Bloch noticed the loose shoelaces of one of the young players and went over and tied it for him, making no fuss and demanding no attention, and then returning to her seat. It only became noticed, with the picture later going viral, after the father of the young athlete posted online the picture he had snapped.