Born in Essex and attending Belhus Chase Specialist Humanist College, West Ham United scouted Pritchard and took him into their youth system. However, in June 2009, he moved to Tottenham's academy to continue his progress in the Under-18 team.
His low centre of gravity makes it hard to get Alex off the ball, allowing his skill on the ball to give him an ability to go past players seemingly with ease. Pritchard also has a deadly ability from free-kick situations around the penalty area and create as well as score goals.
Barcelona, Real Madrid and Liverpool all were keen on signing Pritchard after a run of impressive performances in the NextGen series in which he scored four goals in one game against Internazionale. To fend off the interest in the player, Tottenham signed him up on a two and a half year deal taking him through to 2015, but to get first team experience, he firstly joined Peterborough United in January 2013 on loan (where he was hit by injury and played infrequently for the team who were relegated to League One at the end of the season) and then in the summer of that year went off to Swindon Town on loan for the whole of the season.
His impressive performances for Swindon won him a nomination for League One Player of the Year, but he returned to Spurs once the Robins' season had ended, with just enough time to come on in the second half of the last game of the season, with former Development manager Tim Sherwood giving him the opportunity to make his debut.
With Sherwood departing at the end of that season, Alex was sent out on a season long loan to Brentford, where he shone and matured as a player with strength and skill, playing a major part in the team's climb up the table and into the promotion play-offs, with the opening goal in their last day victory over Wigan Athletic.