I thought you were talking about how famous Ash is for the Pokémon franchise, and I was going to say, "Not as much as Pikachu, but pretty famous."
He's been televised each time he entered the League I'm sure, so some big-shot who always watches the Leagues possibly knows his face and tends to be interested in his battling skills even if he keeps freakin' losing. He personally got to know some famous figures like Bruno and Lance, so I'm sure they would be able to give referrals if they were ever asked about him. Maybe.
Now I wouldn't say he's known worldwide (even then, he's just a thought and then pfft, he's gone), but in his hometown, I'd say he's looked to as a positive icon for Pallet Town, much like Professor Oak is.