Some interesting info from the FAQ (
http://www.easports.com/onlinepass):
What happens if my console dies or is lost or stolen?
If you have already redeemed the code from your game manual or purchased Online Pass access, you will be able to access online features from any console using the same Xbox 360 gamer tag or Playstation3 persona. You may need to go to the ‘my downloaded content’ section in Xbox LIVE Marketplace or PSN Store to re-download your EA SPORTS Online Pass.
Do I need to purchase an Online Pass when I rent a game?
Each Xbox LIVE gamertag or Sony PSN ID is entitled to a free 7 day trial per title. Beyond that, users will be required to redeem or purchase Online Pass access.
Do I need an unique Online Pass for every user on my console?
No. One Online Pass will give online access to multiple users logged into the console where the Online Pass was first activated (subject to the console manufacturer’s and EA online terms of service).
Also, the user that activated the Online Pass will be allowed to access online features on other consoles (of the same manufacturer) by logging into the same account credentials that they used when they enabled the Online Pass.
What happens if I play at a friend’s console?
If you have purchased Online Pass access or redeemed a code for free access on one console, you can use your access on any other console. To do so, sign in using your Xbox LIVE gamertag or PSN ID persona on your friend’s console when playing online.