How to activate the online pass for my NFS Most Wanted

I just installed NFS Most Wanted (brand new copy) on my PS3 but i can't find a place in the menu where i can enter my online pass. I can't purchase a new one from the PS Store since it isn't available in my country. I had the same problem with my copy of FIFA 13. Now the game is useless. Luckily i have another copy of FIFA 13 for my pc and that didn't bother me much.  

Can anybody tell me how can i activate 2 perfectly ok online passes? At least for my NFS Most Wanted?