Simply use subl <filename>?!

To call Sublime Text from a terminal (assuming you are running in an X environment), you can use the subl command, which is a small shell script that executes the following under the hood.

exec /opt/sublime_text/sublime_text --fwdargv0 "$0" "$@"

For the sake of completeness. The goal turned out to be using sublime as the name on the command line. So I suggested using an alias in the shell.

Not all shells may have that facility, but since this is about Ubuntu, chances were that the OP wanted a solution that worked in Bash.

So

alias sublime=subl

would make it available under the desired name. Alternatively alias sublime=$(which subl).