If you buy or keep the game from GameFly you get everything that was included with the original game including the pass. Rental games do not, however, come with the online pass.
With EA Sports games 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 if they wish to continuing playing online.
For more information, visit EA SPORTS Online Pass site: http://www.easports.com/onlinepass
or the GameFly help page: https://gamefly.custhelp.com/app/answers/detail/a_id/207/kw/