Hi @Rbfixing
I am not familiar with ITunes NOW purchases, but would have thought if you bought your passes through iTunes you would need to do the same with NOW Boost (might be wrong).
You could try logging out of your main NOW playback devices under My Account on the NOW App of the playback device and sign back in again.
This tends to work for Boost when buying directly on the NOW website or directly from your NOW online account (otherwise it could take 4 hours to trigger Boost).
If no joy, jump over to NOW live chat for further assistance & help.