PS3 here too...I've not downloaded anything as I keep getting the message (above)...will it work if I goto the PS3 store and redeem my online pass code there? Is that what you did?
Ta
EDIT - looks like that's the general fix for it - redeem the code in Madden, quit and restart and it should then work.
EDIT 2 - mine's woriking now via the above method.