From the github page (https://github.com/raspberrypi/rpi-eeprom/issues/28) you can see that this needs an updated firmware which you can install via rpi-update. Never used Ubuntu on the Pi only raspbian, but I am sure they also have those rpi tools.
How does Ubuntu run on the Pi work? I never got passed installation, because after install the first boot just hangs. It seems to me it wants to install additional stuff via ethernet which in my case is not attached and I never had the option to configure wifi....