Ubba is a powerful and feared Danish warlord. He is one of the sons of the legendary Ragnar Lothbrok, king of the Danes and Svear. Along with his brothers Ivar the Boneless and Halfdan, Ubba was one of the principle leaders of the Great Heathen Army.
Ubba appears somewhat sparsely throughout season one but acts as one of the main antagonists in the series.
Ubba appears as part of Ragnar's raiding force that has come to attack Uhtred's home, Bebbanburg. Later on he appears in the background while Ravn warns Uhtred about him, stating that he is to never to go against Ubba because of the fact that Ubba strictly follows his gods and his sorcerer Storri.
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- Ubba's powerbase is believed to have been on the island of Walcheren at the mouth of the Scheldt River (located in Zeeland in the Netherlands) in what was then part of Frisia. Due to this, part of the Danish Mycel Heathen Here (Old English: Great Heathen Army) may have been drawn from the Frisians, who were themselves known for piracy.
- Ubba's sorcerer, Storri, is called a Seidrmann, a male wizard and interpreter of prophecy in the Norse polytheistic religion.