Kinsman to King Hrothgar, Ulfric inherited his own jarldom upon the death of his father several years ago. His father had been an ally to Hrothgar during the Orc War and beyond. Hrothgar helped Ulfric's father to rebuild after the orcs decimated his jarldom.
As a kinsman and a jarl, Ulfric is expected to attend the king at this critical time. As is customary, each jarl brought goods and servants as a conspicuous display of wealth; Ulfric dwarfed them all, bringing a large company of soldiers, servants, and advisors.