You will need to go to the link below, create an account with EA games.
Then, once created, send EA an email asking for a replacement product key.
https://customersupport.ea.com/loginapp/login.do?skin=default&locale=en_US&curl=https://help.eastore.com/cgi-bin/eastore.cfg/php/enduser/home.php&surl=https://help.eastore.com/cgi-bin/eastore.cfg/php/enduser/cci/ecp_redirect.php?ext_vars=cF9zaWQ9NFEqVG9IN2smcF9hY2Nlc3NpYmlsaXR5PTAmcF9yZWRpcmVjdD0mcF9sdmE9JnBfc3A9JnBfbGk9JnBfbmV4dF9wYWdlPWFzay5waHA*
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