Bruce Prichard (born March 7, 1963) is an American professional wrestling executive, booker, and producer and a former manager, commentator, and occasional professional wrestler who worked for WWE as Executive Director. In addition to his corporate roles with WWE, Prichard has also appeared as an on-screen character under the ring name Brother Love. As Brother Love, Prichard was the original manager of The Undertaker, and hosted a talk show segment, The Brother Love Show. He is also the brother of professional wrestler Tom Prichard.

Prichard began his career in 1973 working for Paul Boesch's Houston Wrestling promotion out of Houston, Texas. At 10 years old, he sold posters at the Sam Houston Coliseum with great success. He worked as assistant director of television at age 12 and acted as a ring announcer at age 14. Due to Boesch's working relationship with Bill Watts' Universal Wrestling Federation in the 1980s, Prichard would also act as ring announcer for some UWF shows. As Houston Wrestling became defunct in 1987, Prichard was hired by the World Wrestling Federation.

After entering the World Wrestling Federation in 1987 shortly after WrestleMania III, he first occasionally worked as an announcer for the WWF's television programs alongside Mike McGuirk and "The Duke of Dorchester" Pete Doherty and occasionally Bobby "The Brain" Heenan, before creating the Brother Love character.

In June 1988, Prichard debuted as "Brother Love", a red-faced, smarmy, dishonest, effusive and boisterous "preacher" character, dressed in a conspicuous white suit, tight red shirt and white tie, who claimed to preach not the word of God, but "the word of love." He was best known for his disingenuous catchphrase "I love you!", during which he would enunciate each word with exaggerated prolongations in a thick Southern accent. The character was inspired by controversial televangelists of the time, with Prichard specifically citing Robert Tilton as his most direct inspiration. Though Prichard has credited also credited Swaggart, Jim Bakker and even Oral Roberts as inspirations for the character as well. Introduced to the WWF by Bobby "The Brain" Heenan, Love hosted a segment on the World Wrestling Federation's syndicated and cable television programs called "The Brother Love Show", in which he would interview wrestlers. The segment debuted on the June 19, 1988 airing of Wrestling Challenge, and would be "promoted" to the WWF's "A-show", Superstars of Wrestling, first appearing on the October 8, 1988 edition.

The segment was patterned largely after Piper's Pit, where Brother Love would berate face wrestlers (especially Hulk Hogan and the Ultimate Warrior) and openly support such heels as "The Million Dollar Man" Ted DiBiase and Bobby Heenan. It was explained that DiBiase was Brother Love's main "benefactor". More than once, a wrestling feud was set up because of what occurred on "The Brother Love Show" (including Hulk Hogan's feuds vs. Big Boss Man (1988–1989) and Earthquake (1990), and the Jake Roberts-Rick Martel feud from late 1990 to early 1991). The Brother Love Show was also the setting for the unveiling of Ted DiBiase's Million Dollar Championship belt and Rick Martel's "Arrogance" cologne.

Occasionally, Brother Love provided color commentary for the WWF's televised events; unlike during his early WWF run under his real name and using his natural voice (as Prichard), where he was pro-face, Brother Love was pro heel.

In a 2016 podcast with Stone Cold Steve Austin, Prichard recalled that he had long been a fan of evangelist preachers, more for their theatrics than their religion. When Prichard first pitched the idea of Brother Love to WWF owner Vince McMahon, Vince generally liked the idea but did not believe that Prichard "had the face" for the role. Determined to get himself into the role that he had created, Prichard, dressed as Brother Love (minus the red face paint he would appear on television with), invaded a meeting at the WWF's headquarters between McMahon, the head of WWF International and the WWF's chief financial officer.

While there, he gave an impromptu two minute sermon before quickly departing. When he arrived back at his office at the WWF's television studios five minutes later, he discovered that he had two missed calls from McMahon who he was relieved to find had liked what he had seen. However, Vince wanted to see how it worked on camera. Thus, the Brother Love character became a reality. Prichard also told that the bright red face make up was unknown to him the first time he appeared on television as Brother Love. As it was a television taping, Prichard thought it was just normal make up being applied and he did not look in the mirror, not knowing that Vince McMahon had ordered that he be given the red face.

On November 19, 1990, Brother Love began managing The Undertaker (who at the time was known as "Kane the Undertaker", the add-on of "Kane" inspired by Prichard). The November 19 appearance was The Undertaker's debut into the company and later used as an episode of WWF Superstars of Wrestling, which did not air on television until after his on-screen debut at the 1990 Survivor Series. On November 20, The Undertaker had another off-air match that would later air as part of an episode of WWF Wrestling Challenge, also aired on television after his appearance live at the Survivor Series. At the Survivor Series, The Undertaker performed in a Survivor Series-style elimination tag match on a team led by Ted DiBiase against a team led by Dusty Rhodes. It was at this event that DiBiase would reveal his mystery partner as The Undertaker. This was the first time Brother Love appeared on television as The Undertaker's manager. Brother Love continued to manage The Undertaker until January 28, 1991 (shown on TV in February) when he sold his contract to Paul Bearer.

The Brother Love character was retired from the WWF in March 1991 after being attacked and beaten by The Ultimate Warrior, who also destroyed The Brother Love Show set. The actual reason for this change was Prichard being offered the choice of continuing to work on-screen as Brother Love, or working solely in a production role. While the company did receive some complaints regarding the Brother Love character, Prichard's release from the WWF was due to personal and private issues he had at the time. He would be re-hired by the WWF the following year in a resumption of his production role.

Prichard returned to the WWF in August 1992 and portrayed two short-lived characters. He first appeared as "The Wizard", a heel color commentator on All-American Wrestling (who never appeared on camera during the character's brief run), and then as "Reo Rodgers", a satire on Dusty Rhodes. Rodgers did commentary from time to time in his short stint, and his interview segment, "Reo's Roundup", lasted only two segments before the character was dropped. After this, he remained behind the scenes, working as Vince McMahon's "right-hand man" and also as a writer for some of WWE's shows. However, Prichard has reprised his Brother Love character on occasion. Brother Love returned to the WWF in November 1995. He hosted the Brother Love Show once again, this time on Monday Night Raw. In what would prove to be a monumental moment in WWF history, Brother Love hosted Ted DiBiase introducing The Ringmaster into the World Wrestling Federation. The Ringmaster would eventually transform into Stone Cold Steve Austin. Brother Love then quietly disappeared from the WWF again soon after.

Prichard (as himself) once again managed The Undertaker for a match in Michinoku Pro Wrestling (MPW) on October 10, 1997, where he defeated Jinsei Shinzaki. Through the remainder of the Attitude Era, Prichard was occasionally seen on-screen as himself, either cleaning up between matches at ringside, or as one of the people called in to break up a backstage fight.

On December 1, 2008, Bruce Prichard was released from WWE by Stephanie McMahon.

On February 23, 2019, it was reported that WWE had officially signed Prichard on to join their creative team. In March, it was reported that Prichard would be working as WWE's Senior Vice President. On October 15, 2019, it was announced that he would take over as Executive Director of SmackDown, assuming the role from Eric Bischoff. On June 11, 2020, it was reported that after Paul Heyman had been removed from the executive director position of Raw, Prichard would lead both the Raw and Smackdown writing teams into one group as executive director of both shows.

Prichard has been described as the most powerful person in WWE other than a McMahon family member. Creatively, everything flowed through Prichard and his word had been described as "very much the Gospel" for Vince McMahon.

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