Attacking midfielder Alex Pritchard joined Norwich from Tottenham Hotspur on 4th August 2016 for approximately £8million, hijacking a deal that woul dhave taken Pritchard to Brighton.

He began his career at West Ham before moving to Tottenham's youth team. He received his first call up to the first team for the Europa League game against PAOK in September 2011 but did no play. He won attention playing and scoring in the NextGen series. He made his first team debut against Aston Villa on the final day of the 2013/14 season.

He was loaned to Peterborough in January 2013 and made six appearances before injuries curtailed his time at London Road.

On 9 July 2013, Pritchard joined League One side Swindon Town on a season long loan deal. He made 44 appearances, scoring eight goals.

The following year he joined Brentford on a similar arrangement on 17th July 2014. He scored 12 goals in 47 appearances.

On 1st February 2016, Pritchard signed for West Brom on loan. he made just 4 appearances for the Baggies.

He made his Norwich debut as substitute in the 4-1 win at Blackburn Rovers on 6th August 2016.

Pritchard made 34 appearances for Norwich in 2016/17 scoring seven goals.

After being injured in the 2017 pre-season at Cambridge, he did not make his first appearance in 2017/18 until 25th November. However his form on returning was reported to have resulted in two bids from Premier League side Huddersfield at the start of January 2018. Pritchard finally moved to the McAlpine Stadium on 12th January 2018 for an undisclosed fee speculated to be around £12million with Norwich negotiating a series of potential add ons, including a payment relating to Huddersfield’s attempt to preserve their top flight status in 2017/18.

Pritchard and Huddersfield were relegated to the Championship on 30th March 2019 following a defeat to Crystal Palace.

He was one of nine players released by Huddersfield on 11th May 2021. He had made 83 appearances for the Terriers scoring three goals.

Pritchard signed for Sunderland on 9th July 2021 on a two year deal.

Pritchard was in the Sunderland team that defeated Wycombe 2-0 at Wembley in the League One play-off final on 21st May 2022 securing promotion to the Championship

On 27th January 2024, Sunderland issued a statement that "On Friday morning, Alex Pritchard informed the club that he was no longer available for selection. He also expressed his desire to leave with immediate effect." This was permitted on 1st February 2024 with him signing for Birmingham for an undisclosed fee. He will reunite with former Sunderland manager Tony Mowbray. He had played 115 games for Sunderland, scoring nine goals. He signed a two and a half year contract with Birmingham.

He has been capped by England at Under-20 and Under-21 level.